To mark the release of the latest HBO drama House of the Dragon, the TV company has created a larger-than-life 3D billboard.
Featuring a huge dragon, the out-of-home (OOH) activation sees the beast crawl out of a derelict ruin and breath fire all over unsuspecting passersby.
Promotion of the new show, which is the prequel to the Game of Thrones series, has ramped up across the US and Europe before its premiere on August 21.
Creative director: Michael Hagos
Marketing creative: Zachary Krame