To promote the second season of Avatar: The Last Airbender, SuperHeroes launched a mixed-reality campaign introducing one of the franchise’s most iconic elements: Toph’s metal-bending.
Created in partnership with JIMMY artist @ShutterAuthority, the campaign transforms Netflix’s Sunset Boulevard billboard into a seemingly metal-bent structure. It blends practical footage with advanced CGI to blur the line between the Earth Kingdom and the real world. Notably, the work was built from the ground up using live-action footage and VFX craftsmanship, not generative AI. It’s a unique Out-of-Home activation showing how entertainment brands are using creator-led CGI and mixed reality to extend fandom beyond the screen.
The project marks SuperHeroes’ 10th+ campaign for Netflix and is the second for Avatar, following the successful season one campaign in 2024, which garnered over 65 million organic views in its first week.
