Dragons have landed in LA—and outdoor advertising just got legendary.
A Mythical Ride Through the Streets of LA
Commuters and fans alike were stunned this week as Toothless, the iconic dragon from DreamWorks’ How to Train Your Dragon franchise, made an unexpected return—this time above Los Angeles traffic. The legendary creature was brought to life through a larger-than-life 3D build that appeared to leap off the billboard and into the skyline. This campaign combines creativity, nostalgia, and strategic placement in one of the world’s most media-saturated cities.
The activation not only promoted the film’s new release, but also gave passersby a moment of wonder, blending fantasy with real-world architecture. It was a reminder that even in a digital-first world, physical outdoor experiences can captivate like few other media.
DreamWorks’ Storytelling Soars with Outdoor Impact
DreamWorks, a pioneer in animated storytelling, has always understood the power of visuals—and with this OOH stunt, it’s evident they understand urban storytelling too. The use of experiential design and 3D installation delivered a wow factor that echoed across social media. Combining this campaign with the global popularity of Toothless, the creative not only generated excitement for the film’s release, but it also cemented the campaign as one of the most engaging OOH efforts of the season.
By tapping into iconic character recognition and emotional nostalgia, DreamWorks increased not just awareness but affinity for the franchise—making it a marketing success that goes beyond mere promotion.
JCDecaux and OUTFRONT Media Set New Standards
Industry leaders JCDecaux North America and OUTFRONT Media USA collaborated to build and position this high-impact installation, proving once again why they dominate the premium outdoor advertising landscape. The precision in engineering, safety, and visual realism in the Toothless figure demonstrates a level of quality that only top-tier media companies can deliver.
Their joint ability to blend fantasy with street-level visibility also sets a precedent for other entertainment brands considering OOH strategies. As demand for experiential campaigns rises, this project acts as a blueprint for using billboards as immersive storytelling devices.
Social Buzz and Viral Reach Across LA and Beyond
As soon as Toothless appeared on the streets of LA, fans and influencers flooded platforms like Instagram, TikTok, and X (formerly Twitter) with videos and selfies under the campaign. Using trending hashtags such as #HowToTrainYourDragon, #OOH, and #LAAdvertising, the content quickly went viral.
This user-generated momentum expanded the campaign’s reach far beyond its physical location, generating millions of impressions in just a few days. For brands, it’s another clear indicator that blending real-world installations with online shareability is the secret to modern visibility.
Dragons, Cinema, and the Return of Spectacle
The campaign’s success also underscores a larger shift in media: audiences crave wonder. With streaming fatigue and banner blindness increasing, theatrical marketing needs to spark excitement in new ways. That’s exactly what this OOH campaign did—it brought back a sense of cinematic spectacle to the public space.
Launching just days before the movie’s release, the stunt ensured that awareness translated into foot traffic to cinemas, driving conversions where it matters most: ticket sales.
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