Disney+ brought myth to the street in Hollywood this week, unveiling a live water-filled billboard to promote Percy Jackson and the Olympians Season 2.
Installed at the high-traffic Hollywood & Vine intersection, the piece was anything but a static poster. Instead, the frame became a stage for real water, light, and moving image—turning a standard media space into a living, breathing slice of Percy’s world.
What did Disney+ build in Hollywood?
The platform assembled a custom billboard structure that housed an actual water tank, turning traditional OOH into a hybrid between digital screen and physical installation. Rather than just playing a trailer, the site delivered a full mythological “moment” at street level.
How did the live water billboard work?
The build integrated cascading fountains, timed mist bursts, and synced video content from the newly released Season 2 trailer. As scenes played out on-screen, water elements activated in rhythm with the visuals, casting a shifting, dreamlike veil across the sidewalk and stopping passers-by in their tracks.
The choreography of water and image did what great experiential OOH does best: create a moment you feel, not just see.
Why lean into Percy Jackson’s water mythology?
Season 2 of Percy Jackson and the Olympians adapts The Sea of Monsters, Rick Riordan’s second book in the series. Water is central to the story’s lore, and to Percy himself. By flooding the billboard with real aquatic effects, Disney+ anchored the campaign in the narrative’s core element—making the medium echo the message.
Cinematic-level OOH for a cinematic franchise
This dramatic build continues Disney’s push for cinematic outdoor activations, where trailers become experiences and billboards behave more like set pieces. In a media landscape crowded with static messages, a live water installation at Hollywood & Vine sends a clear signal: some stories deserve a bigger, more immersive canvas.
FAQs about this campaign
What did Disney+ build for Percy Jackson Season 2?
Disney+ unveiled a live, water-filled billboard at Hollywood & Vine in Los Angeles to promote Percy Jackson and the Olympians Season 2.
How did the live water billboard work?
The structure included a real water tank with cascading fountains, mist bursts, and video footage synced to the newly released Season 2 trailer.
Why use water as the main element?
Season 2 is based on The Sea of Monsters, so the water effects directly reference the show’s mythological, ocean-driven storyline and Percy’s connection to water.
Where was the activation installed?
The billboard was installed at the high-traffic Hollywood and Vine intersection, a key visibility point in Los Angeles.
What does this campaign say about Disney+ and OOH?
It shows Disney+ leaning into cinematic, experiential OOH—using physical elements and spectacle to extend the streaming experience into the real world.
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