Production Highlights:

• Daily social media reporting meetings were held with the Netflix team to tally up hashtag metrics. Immediately after, logistics were coordinated with the OOH media team to add giant damage elements to the billboards based on the results.

• A photo retoucher was brought on to take publicity shots of each character and add battle scars, bruises and bullet holes that could be vinyl printed and applied to the billboards as the campaign went on.

• Giant three dimensional weapons inspired by each comic book character were fabricated and mounted onto the billboards.

• The stunt went live during Toronto Comicon and culminated in a premiere party hosted by Vice.