Creative team Art Direction and Graphic Design: Thomas Carr Producer: Maria Lorentador Client Partner: HBO Max HBO Max briefed oOh!media directly to create an unmissable hero site activation for the launch of Peacemaker Season Two. The objective was pure impact, to generate hype and mass awareness through a single high profile placement that would dominate one of Sydney’s busiest commuter corridors. The selected site on Parramatta Road features two vertically stacked classic billboards, creating a rare opportunity for large scale visual interaction. The concept focused on bringing Eagly, the show’s iconic and instantly recognisable character, into the real world in a way that felt playful, surprising and impossible to ignore. I led the full creative execution of the campaign from art direction through to final production artwork. Working from a loose initial idea from HBO, I developed the visual system, scale strategy and interaction between the two panels. The top billboard features a maximum scale 2D extension of Eagly, stretched to the largest dimensions legally possible so that the character physically towered over the street and appeared to grip the structure itself. The bottom panel delivered the functional campaign messaging and show information, allowing the two placements to work together as a single vertical narrative. Neon typography was introduced for the call to action on the upper panel to ensure extreme night time visibility. The glow transformed the site after dark and amplified the sense of spectacle, making the installation feel alive both day and night. Multiple rounds of mockups and site simulations were created to refine scale, perspective and legibility before final production. The hero site remained live for one to two months on a major arterial road into Sydney’s CBD, delivering repeated exposure to thousands to millions of commuters across its run. With an estimated dwell time of approximately six seconds for drivers and up to one minute for pedestrians, the placement was designed to maximise intrigue, humour and memorability on every pass. The result was a high impact, character driven out of home activation that translated the irreverent tone of Peacemaker into a physical urban presence. By combining scale, character personification and neon illumination, the campaign delivered a genuine street level spectacle that reinforced both hype and broad public awareness for the new season.