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Netflix’s 2022 Resident Evil billboard in Times Square made a Licker appear to smash through glass and reach out toward people below. The effect was a perspective-dependent digital illusion—not a hologram—and the campaign later won a Gold Clio Entertainment award in the Television/Series: Out of Home, Billboard category.
What happens in Netflix’s Resident Evil billboard?
The ad puts the series’ Licker inside what looks like a glass enclosure on a Times Square screen. The creature breaks out, reaches around the display’s corner and flicks its tongue toward passersby. The composition makes the screen seem to extend into the street, turning a familiar monster reveal into an out-of-home spectacle.
Netflix’s official account posted about the campaign on July 13, 2022: “Resident Evil bursts onto Netflix in 12 hours! Just like this Licker burst out of a NYC billboard!” The post tied the billboard to the arrival of the live-action series.
Why does the billboard look 3D?
The effect is an anamorphic illusion: the image is designed to look three-dimensional from a particular viewing position. Perspective, the screen’s shape and the artwork work together to suggest depth, so the Licker seems to protrude beyond the display. Move away from the intended angle and that carefully constructed depth may look less convincing. It is a digital billboard effect, not a hologram that appears equally three-dimensional from every direction.
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HotHardware’s July 18, 2022 coverage explains the angle-dependent principle behind 3D billboards. That general explanation should not be mistaken for published technical specifications about this particular screen.
Was the Resident Evil billboard a real campaign or an award-winning concept?
It was a real 2022 campaign promoting Netflix’s live-action Resident Evil series in Times Square, New York City. The Clios’ campaign archive records the work as “Resident Evil 3D Billboard Terrifies Times Square,” entered by Netflix in the United States. It lists a Gold award in Clio Entertainment 2022, in the Television/Series: Out of Home, Billboard category, and names Tippett Studio and Empire Design as design companies.
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- (C) CAPCOM
- Total Height: Approx. 3.9 inches (100 mm)
- The photos shown may differ slightly from the actual product
- Sculptor: LU
- Dedicated pedestal included
The series draws on Capcom’s Resident Evil video-game franchise. Capcom’s official franchise portal lists the games and their platforms.
Is Resident Evil’s immersive 3D zombie ad too scary for a public space?
The Licker is designed to startle: it appears to break out of containment and lunge toward people in a busy shared space. That can be thrilling for horror fans and unwelcome for someone who encounters it unexpectedly. The question is not settled by the campaign’s award or by the visual effect itself; people may reasonably disagree about how startling fantasy imagery should be in public advertising.
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In The Drum’s July 2022 coverage, Heawon Yoo, executive vice-president of marketing at Lightbox OOH Video Network, said: “Netflix’s Resident Evil is meant to startle, and perhaps scare, which I think it totally succeeds at.” That is Yoo’s opinion about the creative, not a measurement of audience reaction or a public-safety ruling. The Drum’s July 20 follow-up framed the work as part of a debate about frightening creative in public spaces.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What is known about the campaign’s performance?
The cited campaign record and contemporaneous coverage establish the creative, its Times Square setting, the July 2022 promotion and its Clio award. They do not establish a campaign reach figure, view count, audience study, engagement result or sales lift. The series’ popularity or unrelated review scores would not be evidence of how this billboard performed.
Quick Recap
Sources
- The Clios campaign record
- The Drum’s July 15, 2022 coverage
- The Drum’s July 20, 2022 coverage
- HotHardware’s July 18, 2022 report
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