To support the launch of Santa Clarita Diet, we created innovative, multi-screen advertising on billboards in Times Square, LA LIVE, and Toronto’s Yonge-Dundas.

In these sensory-overloaded environments, the out-of-home campaign, aptly named “Thrillboards”, steals the show by killing the competition. Literally.

When Sheila’s (Drew Barrymores) hunger for human flesh strikes, she breaks out of her billboard and feeds on the subjects of neighboring ads. Her trail of terror, through multiple billboards, is marked by severed limbs and blood-soaked advertisements. Passersby stare with shock and intrigue, waiting to see where she’ll make her kill next.

The “Thrillboards” were a huge undertaking as we had to choreograph all the different billboards, in different locations, their vendors, the buildings, timings, various sizes, scale placements and the FCC all at once using only EXISTING footage from a promotional shoot that Drew Barrymore and Tim Olyphant had done months earlier. We painstakingly combed through every frame of that footage and started to map out a story that we could build from it. Filling in the missing parts with body doubles. We then shot original ads that would go in all the surrounding billboards that Drew would “interact” with.

The “Thrillboards” were concepted and created from start to finish in a month. Mostly over Christmas and went live across three major locations in NYC, LA and Toronto.

The Times Square “Thrillboards” saw an estimated 17.7MM 18+ impressions and the LA Live package another 1.7MM.  And 20.5MM impressions in Toronto.