NETFLIX - EXTRACTION MOVIE

Action so intense, the billboards sweat

The action of Extraction 2 is so intense you don’t just watch it — you feel it. So to promote Netflix’s biggest blockbuster of the year, we brought that action into the real world in surprising and disruptive ways. First, we let fans get uncomfortably close to the film’s heartthrob star, Chris Hemsworth, with the first-ever Sweaty Billboard.

 
 

we figured out how to make a billboard sweat (with laser-drilled holes and a bespoke pump system)

 
 

It was chosen as an AdAge “Editor’s Pick”, The Drum’s “Ad of the Day” and picked up by multiple news outlets.

 
 

But we didn’t stop at simply making a billboard sweat. We also made one fly.

 
 

To pull this high-stakes mission off, we teamed up with legendary stunt helicopter pilot, Fred North, and Ad Age’s production company of the year, Unit9.