If you walked through LA LIVE recently, you couldn't miss the visual impact of the ad. The exterior of the building was covered in massive banners for Peacock’s new original series The Copenhagen Test. The large banners sit high above the plaza, stretching across multiple sections of the building.
The Los Angeles installation runs in parallel with a Times Square campaign in New York, giving the show a true coast to coast presence. CR&A Custom produced the LA LIVE banners, handling the large format production required for a location that leaves no room for mistakes.
A Location Built for Big Statements
LA LIVE is one of those places where scale matters. Everything around you is already oversized. Architecture, signage, crowds, lighting, and movement all compete for attention. To break through in that environment, graphics have to be confident, intentional, and built specifically for the space.
Visual Language That Matches the Story
Designs that work on a screen often fall apart when they are scaled to the side of a building. Contrast disappears, details blur, and the text becomes unreadable. The Copenhagen Test banners avoid those problems because they were clearly built with large format digital output in mind.
Color control plays a big role here. Blacks stay deep without turning muddy. Skin tones look natural in full daylight. Highlights do not blow out. Those details matter when graphics are exposed to direct sun all day and city lighting at night. If color is off even slightly, it shows immediately at this scale.
High Profile TV Ad Campaigns Demand Consistency
From a production standpoint, this kind of project is as much about engineering as it is about printing. LA LIVE is not a blank wall. The building has fixed mounting points, lighting fixtures, and architectural breaks that must be respected. Wind, heat, and tension all affect how banners behave once they are installed.
The banners produced by CR&A Custom hang clean and flat across tall vertical spans. Edges are straight. Alignment is consistent from one section to the next. There is no puckering, sagging, or visual noise. That does not happen by accident.
Details like material selection, reinforcement, grommet placement, and finishing determine whether a banner looks polished or problematic once it is in the air. At this size, even small miscalculations become obvious. The fact that these banners simply sit there and do their job is a sign that the groundwork was done properly.
A Strong Example of Large Format Storytelling
Running a parallel campaign in Los Angeles and Times Square raises expectations even further. People see photos from both cities almost instantly. Any inconsistency in color, cropping, or scale stands out fast. The LA LIVE banners match the tone and look of the New York placement while still feeling right for their local environment.
Times Square is vertical, chaotic, and flooded with light. LA LIVE is more open and architectural. The creative works in both places because the production respects those differences instead of forcing a one size approach.
There is also something worth saying about printed banners in a world dominated by digital screens. Digital out of home has its place, but large scale printed graphics still carry a different kind of weight. They feel solid. They feel intentional. They occupy real space in the city.
For entertainment launches especially, that physical presence matters. A banner on a building signals commitment. It tells audiences that this project is important enough to live in the environment, not just scroll past on a phone. These installations also photograph well, which extends their reach far beyond the people walking underneath them.
LA LIVE has become one of those proving grounds. When a series shows up here, it enters the daily rhythm of downtown Los Angeles. People see it on their way to games, concerts, conventions, and dinners. Even if they are not paying attention at first, the repetition does its work.
The Copenhagen Test banners are a strong example of how large format print can still shape a moment when it is done right. They work with the building instead of fighting it. They communicate without shouting. They hold up under real world conditions.
CR&A Custom’s role in producing the LA LIVE banners was about translating creative intent into something physical that performs at scale. That requires experience, planning, and respect for the realities of outdoor installation. When all of that comes together, the result feels natural, even effortless.
As campaigns continue to blend physical locations with digital visibility, projects like this are a reminder that large format print is still very much alive. When it is executed well, it becomes part of the city for a moment, and that is something no screen can fully replace.
