Together with SF Studios, Sony Pictures, OMD Denmark, and ByRetpen, we transformed Kongens Nytorv into a living film experience. The visual universe was developed specifically for the campaign, and the details truly stood out with Colin Farrell and Margot Robbie.

When SF Studios and Sony Pictures were set to launch a major new film, the brief from the outset was: Big, Bold, Beautiful. Together with OMD Denmark and SF Studios, we seized the opportunity to create a campaign that not only filled the Metro, but also set the mood. A Big Bold Beautiful Journey is a moving and visually impressive film about love, memories, and the courage to follow your heart.

New format
With Kongens Nytorv Boulevard—one of our newest and most eye-catching formats—and Domination M3/M4 as central elements, the Metro was transformed into a living film experience. The graphic materials were developed specifically for the campaign and deployed with full creative freedom, allowing us to explore new ways of conveying the message.

Branding elements included:

• Kongens Nytorv Boulevard - large format with maximum visual impact
• Metro platform screen doors - “Above” format - designed specifically for the campaign
• Play Metro, concourse level - digital screens with message activation

The combination of classic and digital formats ensured maximum visibility and a strong, cohesive brand experience.

The case work was rooted in the ambitions of the brief and developed in close dialogue with both the media agency and the film studio. From concept development and format design to production and activation, we worked with a high level of detail and deep respect for the film’s visual universe. The screen doors were uniquely designed for the occasion, and the details truly came to life - especially when the Metro doors opened and Colin Farrell and Margot Robbie appeared across the platform panels.

Many thanks to Metro Selskabet for embracing our creative idea.

The campaign was not just a visual experience, but a magical story that captured both the eye and the imagination. It created an atmosphere that thousands of Metro passengers became part of, and it amplified the anticipation for the film’s premiere on October 2 - a film that has already received glowing reviews.

A big thank you to Mette Friis, SF Studios, Sony Pictures, OMD Denmark, Claus Retpen, ByRetpen, Lotte Guldhammer, and Rasmus Lundorff for a fantastic collaboration!