An independent creative agency in LA.
Bringing the unrelenting action of Extraction 2 to fans.
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.
Video name: Netflix E2 | Sweaty Billboard
First, we let fans get uncomfortably close to the film’s heartthrob star, Chris Hemsworth, with the first-ever Sweaty Billboard.
Once we figured out how to make a billboard sweat (with laser-drilled holes and a bespoke pump system), we installed them in high-traffic areas on both coasts.
As the selfies started flowing, the surprising stunt captured the imagination of fans online and the attention of the press — becoming an AdAge “Editor’s Pick” and The Drum’s “Ad of the Day.”
Image element: Woman point at the Extraction 2 billboard with a quote from Ad Age reading: For those whose lifelong dream is to feel the warm moisture of Chris Hemsworth's perspiration, the day has come.
Image element: Newscaster in the background with a quote typed out reading: Some people like, ewww, and some were like ooo.
Image element: Woman touching the Extraction 2 billboard with quote from the Guardian reading: it is honestly hard to see how they'll be able to up the marketing ante from this.
Image element: Close up of the Extraction 2 billboard with a quote from Variety reading: A first of its kind innovation.
But we didn’t stop at simply making a billboard sweat. We also made one fly.
Using a military-grade Blackhawk helicopter, we extracted a 40 foot long, 2000 lb billboard and flew it over Los Angeles.
Video name: Netflix_E2HeloStunt_062323_B_16x9
“The sight of a massive billboard being suspended in the air by a helicopter is something that one surely won’t forget.”
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.
Image element: Instagram post depicting a helicopter hauling a Extraction 2 billboard.
We thrilled the crowded LA beaches and even impressed an action movie icon…
Image element: Helicopter hauling the Extraction 2 billboard with a tweet from Michael Bay reading: Well that's fuckin dangerous.
Our action-packed OOH stunts helped Extraction 2 explode into culture and become the next smash hit franchise for Netflix.
+3B
Impressions
+43M
Streams in 4 days
#1
Movie on Netflix for 2 weeks
