3D Car Crashes Through Times Square Highrise in ‘Lethal Weapon’ Installation

by Cate Lecuyer  |  09.19.2016

Visitors to Times Square have likely been surprised by a red car breaking through the side of a highrise and tumbling down the side the of the building—only to land in a Fox video screen. In the large hole created by the car, Damon Wayans, Sr., and Clayne Crawford, the stars of Fox’s movie-spin off series Lethal Weapon, look down, confused, at the wreckage, “to sell the illusion of the show’s over-the-top action and bring some comedy into the mix.”

RELATED: Fox Fills Slate with Originals

“We wanted to create a piece of video marketing that would stand out and grab attention in the crowded bustle,” said Les Eisner, senior vice president, corporate communications, Fox Broadcasting Company in an email statement. “It’s creative execution that literally breaks through.”

The installation to promote the September 21 series premiere uses a combination of 3D animation and photo manipulation. The marketing team built out a virtual extension of the neighboring building to create the illusion of the car bursting through the facade and cascading to the ground.

Fox tweaked the installation for an on-air spot that ran September 11 during the Giants/Cowboys NFL game, and the response was so positive that the marketing team is expanding it to other platforms, including mobile, social and online.

Spots posted across Instagram, Twitter and Facebook over the weekend, on YouTube September 19-21, and desktop versions will launch on the home pages of IMDB.com and People.com on September 21, timed to the premiere date.

In August, Fox also celebrated the return of Empire with an interactive billboard in Times Square that showed the rise of Lucious and Cookie Lyon from grit to glamour.

RELATED: HOT SPOT: Ntropic Designs Interactive Times Square Billboard for Fox’s ‘Empire’

← Back

New from Daily Brief

Esquire Celebrates Roger Moore as Third Best James Bond Actor
Custom theme song dubs him the “Bronze Bond” in honor of the network’s upcoming marathon.
‘The Walking Dead’ Cast Portraits Set Tone for Season 7
Images include Rick looking scared, Negan looking cocky.
Sponsored Post: NAMLE Presents Media Literacy Week
Event to kick off Oct. 28 at Twitter headquarters in San Francisco and then run Oct. 31 through Nov. 4 with live and online events all week.
HOT SPOT: Globo's Megapix Uses Only Words to Promote 'Fast & Furious Five'
And those words are moving very fast.
TV Calendar: October 2016
October is off to a heroic start.
BBC Creates ‘Holographic’ TV to Explore Futuristic Viewing Options
Project used a reflective acrylic pyramid to make archival content appear to float as part of a program exploring emerging technologies for future audiences.
Oct 28
Creative Entrepreneurs
Nov 3
PromaxBDA UK Conference & Awards 2016
Nov 9
2016 Latin America Awards & Industry Symposium
Mar 13, 2017
PromaxBDA Europe Conference 2017
Jun 5, 2017
The Conference 2017
Jun 19, 2017
Station Summit 2017
Designated Survivor
Advertisement
Creative Entrepreneurs
Advertisement
ProMaxBanner_300x250
Advertisement
One Night Only in Miami
Advertisement