Robot Copters Hovering Over London Form Starfleet Logo to Promote Next Star Trek Film

Do not fear these drones

Headshot of David Griner

Considering how much you hear about drones these days, it's surprising we haven't seen more marketing stunts using remote-controlled hoverbots. But Paramount Pictures pulled off an interesting trick this weekend by using glowing quadrotors to create a Star Trek logo over London. The promotion, for the franchise's latest film, Star Trek Into Darkness, was timed to mark the end of the World Wildlife Fund's annual Earth Hour, which encourages cities to turn off nonessential lights for environmental awareness. As the hour of darkness ended, the 30 drones' LED lights (charged through renewable energy sources) turned on to form the insignia of Star Trek's Starfleet. Created by Ars Electonica Futurelab and Ascending Technologies, the result is pretty impressive—when viewed from the right angle, at least. Check out a video below, and enjoy the moment at 1:20 when two of the drones at the bottom of the frame seem to collide, sending one plummeting out of the sky.

The Fans. The Brands. Social Good. The Future of Sports. Don't miss the upcoming Brandweek Sports Marketing Summit and Upfronts, a live virtual experience on Nov. 16-19. Early-bird passes available until Oct. 26. Register now

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."