The biggest Netflix logo ever displayed.
Netflix · Entertainment
Situation
Sky Rojo was the biggest Spanish Netflix original series launch. It deserved an idea to match — an advertising location unlike anything Madrid had ever seen. If it didn't exist, we would have to create it.
117 metres high.
Every window,one pixel.
Solution
Inventing a New Medium
We needed a canvas big enough for the biggest launch of the year. No conventional medium was going to cut it. So we invented one. The idea was simple and completely insane: take Hotel RIU, one of the most emblematic buildings in Spain, located on Gran Vía, rent every room facing the street, place a spotlight inside each one, and turn each window into a single pixel. A 117-metre-high digital canvas, built from the inside out.
Seven programming languages. Over 130 spotlights. Kilometres of cable. A team of 70+ people. The result: the biggest Netflix logo ever created — visible from nearly 20 kilometres away.
One building,117 metres tall,turned into one screen.
Solution
Content & Activation
The canvas didn't just display a logo. We animated iconic imagery from the series — a gun, a pair of lips, scenes that made the building unmistakably Sky Rojo. And we made sure the moment lived beyond the street, turning the activation into social media content and influencer buzz that amplified the spectacle far beyond Madrid.
Result
Madridlooked up
23 million impressions generated. Press from across different sectors covered the story. People didn't just stare at the sky — since its launch, Sky Rojo became one of Netflix's 10 most-watched series worldwide.
- 23M
- Impressions
- 20 km
- Visible from
- 130+
- Spotlights
