In 2022, Netflix was launching 'The Gray Man' as its newest action franchise. The goal was to introduce a worthy successor to James Bond and other action icons.

The mission: Roll out the premiere of 'The Gray Man' in the Philippines with a blast.

The 'shootout' scene between The Gray Man (Ryan Gosling) and Lloyd Hansen (Chris Evans) became real on a billboard.

Then we showed them taking the fight to the streets of Manila on top of a roving billboard.

More action was unleashed on an LED. Each scene from the trailer was synced with smoke, flare, and sparks--real action literally spilling out of the screen.

The 'Reel to Real' billboards:

*Achieved 168M total media reach and impressions.

*Thrust 'The Gray Man' to become the top film on Netflix for 7 straight days.

*Installed 'The Gray Man in the Top 10 for nearly a month.

As if those weren't enough, the Russo Brothers themselves--the creators of the franchise--shared the billboards on social media with the world.