The eye-catching activation will run until November 13 at London’s Piccadilly Lights.

Fashion house Coach has tapped Lil Nas X as its brand ambassador and featured the rapper in its animated 3D out-of-home (OOH) campaign.

In ‘Courage to Be Real,’ viewers see the larger-than-life hitmaker walk around, reach out from the screen and grab a handbag. The campaign’s message is about embracing all the different facets of yourself with confidence – and inspiring others to do the same.

The ad was brought to life using Ocean’s ‘deep screen’ 3D technology to create an illusion of Lil Nas X moving towards the viewer and out of the screen.

Director and 3D lead By Shxpir

CGI production by Fake Art Inc