Netflix / The Umbrella Academy

Rain or shine, DOOH in Times Square

Dynamic / NYC & UK / February, 2019
What was the brief?

Promote the launch of Netflix The Umbrella Academy with an innovative outdoor experience that connected consumers to the show and created interest to drive views.

How did we respond?

Expanding on the weather-themed title of the series, Tommy created a dynamic DOOH unit in Times Square that reacted in real-time to the local forecast, displaying creative fitting for the moment, be it sunshine, snow, or rain.

Utilising a custom back-end that made API calls to external weather services, the autonomous unit integrated flawlessly with other creative in rotation on the same screen.