The high fantasy of Game Of Thrones has lent itself to some fantastical marketing promotions, from tie-in beers fit for kings to dragon shadows inked across the New York Times. But this past Monday, UK streaming service Blinkbox outdid them all by erecting a dragon skull with all the size and subtlety of a London trolley on a beach along Dorset’s Jurassic coast. The set-up, inspired by the scene of Arya discovering a dragon skull in the dungeons of King’s Landing, was commissioned to publicize Blinkbox’s release of Game Of Thrones’ third season.

Sculptors spent over two months constructing the 40-foot piece, a process you can watch via the cool making-of video below. Perhaps not surprisingly, Taylor Herring, the PR team behind the skull’s conception, is the same company that dropped a 12-foot, sopping wet Colin Firth statue in London’s Serpentine Lake earlier this summer. [via UPROXX]