For the upcoming release of Zack Snyder’s original science fantasy epic Rebel Moon – Part One: A Child of Fire on Netflix, our goal was two-fold: to make sure that the franchise debuted one of the biggest movie events of the year, while establishing a loyal fanbase for this new IP, embedding a brand-new movie franchise as an important part of pop culture.

Our brief was to capture audience attention and spark interest before the first film release. Our campaign platform, ‘The Future Belongs to the Rebels’, was the strategic and creative north star for the whole campaign, inspiring our approach for disruptive ideas and out-of-home tactics that “only a rebel would do”. For outdoor, we needed to draw in the audience, create a sense of belonging, induce FOMO, and ensure they would not miss the moment the rebellion rose.

We fused physical and digital across each installation, using different styles playing together with their environment to create something that fully immersed onlookers into the space of Rebel Moon.

In a world-first itself, we turned the Sphere in Las Vegas into a different planet, taking over the 580,000sq ft exosphere and 1.2m LED lights to light up the entire sky with a galactic showcase encircled by a swarm of blue glowing drones revolving around the screen to give the appearance of cosmic rings. The drone show was perfectly synced to the content, bringing the film to life by adding a ring around the planet Mara and giving the impression that the fireflies were really spilling out of the spear into Las Vegas. Globally, we used projection mapping technology to illuminate the giant Rebel Moon Orbs at each location with scenes from the new movie franchise – featuring android character Jimmy.

In three locations across the world, we activated our Moon Takeovers against iconic backdrops: Tower Bridge in the UK, Lublin castle in Poland and the Sphere in Las Vegas, enchanting and immersing visitors in the world of Rebel Moon, helping it soar to #1 worldwide. The science fantasy film became the most viewed title of the week on Netflix following its debut on December 21, with 23.9M views in its first three days, and remaining in the top spot into its second week.

For the Moon Global Takeover specifically, we achieved 11M organic impressions and 46K engagements on social – and a world-first for the Sphere, as never before had someone combined drones with the display. Moreover, X came alive with Rebel Moon appreciation posts around the world showcasing the outdoor moon installations – with one user describing it as “one of the best ads I’ve ever seen. Simply beautiful”.