Toy Story 5 turns billboards into a battleground ahead of film release

As anticipation builds for the release of Toy Story 5, The Walt Disney Company and Pixar Animation Studios have taken the franchise’s storytelling beyond the screen and onto the streets of California with a playful out-of-home campaign that transforms two billboards into an interactive battle scene. 

Created to introduce audiences to one of the film’s newest antagonists, the Lilypad, the campaign features two neighbouring billboards locked in a face-off. On one side, the oversized green Lilypad stares across the road, while on the other, Woody, Buzz Lightyear and Jessie stand ready for battle. 

What makes the execution stand out is the addition of a laser beam stretching between the two billboards, creating the illusion of an ongoing showdown. The installation effectively turns the physical space between the structures into part of the narrative, making the campaign feel less like advertising and more like a scene pulled directly from the film. 

The creative uses scale, placement and real-world interaction to bring the story to life. Rather than relying on a single billboard, the campaign leverages multiple assets to create movement and tension, encouraging passers-by to look at both installations together to complete the story.