For the release of their highly-anticipated upcoming series ‘House of the Dragon’, HBO approached us with the idea of bringing one of the fiercest dragons of the show, Caraxes, to LG’s massive 3D billboard in Times Square.
The Mill collaborated directly with HBO to direct a 20+ second narrative that highlights the dragon’s sheer intimidating scale and dangers, but also to make it as believable as possible with the help of the impressive 14-meter tall 3D billboard located at the Bertelsmann Building between 45th and 7th Street. The billboard was created to look almost as if the creature is coming out of the building while spitting fire.
“The biggest challenge was to come up with a story that worked within the physical boundaries of the 3D billboard as well as the specific angles of the point of view on street level. This threw a lot of challenges onto our Animation Director Marion Strunck, who had to animate Caraxes with an incredible wingspan of 72 meters forcing its way through an art-directed cave and columns to give the illusion he is coming out of the screen to breathe fire onto the audience on Times Square.”
In addition to the intricate 3D Billboard in NYC, our team executed a bespoke 20-second story for a 3D Screen in Melbourne Australia’s Bourke Street Mall plus additional 2D screens that will launch in 36 countries around the globe.
Want to make your next billboard larger-than-life? Contact our creative teams here.