Levitating magician Dynamo partnered with Pepsi this week to perform a stunt through the streets of London, and onlookers were intrigued and delighted with the spectacle.

Dynamo appeared to be levitating alongside one of London’s famous red double-decker buses, holding onto the side of it with one hand and holding out a cell phone in the other. The stunt was part of Pepsi’s Pepsi Max Life For Now campaign, in which the soft drink company says they will “invite and inspire Pepsi fans to live each moment to the fullest through a breadth of global, pop-culture platforms.”

The illusionist said the performance was his idea, which he pitched to Pepsi on a whim.

“It was one of those crazy things. I threw out the idea to Pepsi and they loved it and then a couple of days later we were doing it,” Dynamo said. “The people on the ground were going crazy. And all the people on the bus as well. All I could see was a row of camera phones pointed me.”

Pepsi is certainly sparing no expense for their promotions this summer; they’ve also signed a huge deal with Beyonce, who has been appearing in print ads and commercials for the brand since the Super Bowl (for which she performed the half-time show). In exchange, she gets a big chunk of change to fund her creative whims and her tour.

Now that Dynamo has intrigued onlookers, everyone is trying to figure out how he did it. Take a look at the video below and see if you can figure it out.