Netflix takes Apex to new heights with live billboard climb

In a city known for spectacle, Netflix raised the bar for out-of-home with a high-adrenaline stunt to promote its survival thriller Apex. At the heart of Times Square, the campaign transformed a standard billboard into a live-action experience—featuring actress Charlize Theron scaling a towering rock-climbing installation built directly onto the media site. 

The execution blurred the line between advertising and performance. A massive Apex billboard dominated the skyline, but instead of relying solely on scale, the installation extended outward into a textured rock façade—mirroring the film’s survival narrative. Suspended against this structure, Charlize physically climbed the billboard, turning a static visual into a moment of real-time storytelling. 

The stunt was more than a visual spectacle—it was a direct translation of the film’s premise into the physical world. As crowds gathered below, the campaign leveraged the natural theatre of Times Square, combining scale, celebrity presence, and live action to command attention in one of the world’s most competitive advertising environments. 

Supporting digital screens across the square amplified the impact, surrounding audiences with key visuals from the film and reinforcing recall. The integration ensured that whether viewers caught the live climb or just the surrounding media, the campaign delivered a cohesive and high-impact brand experience.