To support the launch of the latest Spider-Man film alongside Dell’s Firelord gaming laptop, we set out to rethink what out-of-home advertising could be, not as a static message, but as a participatory, real-time experience.
We led the creative concept and experience design for an interactive digital out-of-home installation in Times Square, transforming a building façade into a live, playable game. Participants used their smartphones to control a character scrambling up the side of the building, racing against the clock and each other in real time.
The experience brought gaming into the physical world, engaging the millions who pass through Times Square daily while seamlessly connecting physical spectacle with personal interaction. By placing Sony, Marvel, and Dell directly into players’ hands, the activation created a memorable brand experience that blended entertainment, technology, and storytelling.
To extend engagement beyond the moment, players were invited to enter a prize draw to win Dell hardware and tickets to the film premiere, turning participation into ongoing brand connection.
The project was delivered through close collaboration with creative, media, and technology partners, including Y&R, MediaCom, Kinetic, Clear Channel, and Dell. The result was a live, playable brand moment that transformed one of the world’s busiest advertising spaces into a shared gaming experience, redefining how entertainment, technology, and out-of-home can intersect.
