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.
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.”
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.
“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.
We thrilled the crowded LA beaches and even impressed an action movie icon…
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
