Digger takes a big swing at LA with larger-than-life 3D OOH

Digger is taking its title quite literally on the streets of Los Angeles. Promoting the upcoming Tom Cruise starrer, the film’s latest OOH execution transforms a billboard on Sunset Boulevard into a larger-than-life installation, with a giant 3D shovel appearing to dig straight through the street below. 

The creative builds on the shovel as one of the film’s most recognisable visual cues. In the execution, a larger-than-life image of Digger stands above the billboard holding the shovel, while the physical extension of the shovel drops from the hoarding into the space below, creating the illusion that the character has quite literally broken out of the advertising surface. 

Rather than relying solely on a striking billboard visual, the installation uses the architecture and space around the media site to complete the idea. The oversized shovel extends beyond the conventional boundaries of the hoarding, making the campaign visible as a physical object even before the audience takes in the film artwork. 

The OOH execution is part of the wider marketing rollout for Digger, directed by Alejandro González Iñárritu and starring Tom Cruise as Digger Rockwell. The film is scheduled to release in theatres on October 2, 2026. 

The shovel has also become a recurring physical symbol in the film’s marketing. Earlier in the campaign, a roughly 40-foot shovel installation was placed in Indio, California, near the Coachella festival grounds, with Cruise sharing its location alongside the message “In DIGGER We Trust.” 

For the Sunset Boulevard execution, however, the idea becomes distinctly OOH: the billboard doesn’t just show the shovel — it physically brings it into the viewer’s environment. By extending the creative into the space beneath the hoarding, Digger turns a familiar advertising format into an attention-grabbing street-level spectacle.