Netflix Times Square Marquee

96 Branded Versions. 5 Titled versions.
Live in the heart of Times Square.

We were tasked with the most exciting creative challenge: a 3D billboard that interacted with its environment. It needed to match real-world weather, update with bespoke copy, feature branded and IP content, and shift color palettes - all through a toolkit built to let the client choose weather conditions, palettes, and time of day with ease. It was a big ask. And with every big ask, you have to build the project and the pipeline with the end use in mind.

Clean, toolkit-friendly files.

We kept this front of mind at every stage. Nailing the concept and look early gave us the runway to build strong, toolkit-ready bones. This allowed the client's team to update marquee text on the fly (responding to trending topics, new titles, and more) or shift the in-world weather to match its environment in real time. We also built a full handbook along with the files themselves, so their internal team could keep working within the system long after handoff, without losing the creative integrity of the original build.

A continued partnership.

Cultivating this partnership with Netflix was a highlight. Beyond the standout creative and the Clio for Theatrical | Film: Out of Home, it opened the door to a string of follow-up projects - building new worlds for the marquee to inhabit as new titles rolled out, including One Piece, The Witcher, and Bridgerton.