Life On Our Planet 3D Billboard and Social Campaign

To launch Life on Our Planet, Netflix and The Mill joined forces to create a 3D Anamorphic Billboard displayed in the heart of Times Square, complemented by a suite of social assets.

I had the opportunity to lead the creative vision for a 3D anamorphic billboard in Times Square that brought prehistoric creatures to life—terror birds navigating a modern cityscape before a Smilodon lunges from the screen, roaring over New York. Netflix’s brief was clear: make Life on Our Planet its most talked-about documentary of the year. Working closely with animators, VFX artists, and production partners, we created a cinematic spectacle that blurred the line between eras—and between physical and digital worlds. We extended the campaign into social with shareable, surreal clips where dinosaurs crashed into everyday life, sparking millions of views and organic buzz—was it an illusion, augmented reality, a camera trick? We never told. The result was a launch moment that felt alive, unexpected, and impossible to ignore.

CLIENT: NETFLIX
DIRECTORS: MICHAELANGELO ROCCO, MAGDALENA LUNA, BEN CLOSSON
LINKS: THE MILL CASE STUDY

In this social campaign, user-generated videos took an unexpected turn—prehistoric predators entered our world, making for shareable moments that captured attention and sparked engagement.

The storyboard and animatic I created for the Netflix pitch initially featured a glass-shattering effect and additional animation for the Smilodon.