Outdoor advertising has historically been one of Netflix's key territories and a space where the brand has built munch of its identity. As the format became standardized, the project set out to rethink the medium through a more integrated relationship with the city and its architecture.

The piece transformed the building's facade into an active medium through a coordinated lighting system, using the windows as pixels to construct a large-scale message. An integration of architecture, technology and communication, designed to engage with the city through night, scale and movement.