Annihilation, the 2018 science fiction film released by Netflix in March 2018, follows a group of military scientists who enter the mysterious, dangerous region called “The Shimmer”, a place full of mutating landscapes and creatures. When her husband vanishes during a secret mission, biologist Lena joins a secret expedition where the laws of nature don’t apply.

How to best promote the launch of the original Netflix title? Biborg created a campaign including online homepage takeovers and also out of home formats (digital out of home and augmented billboards) including real vegetation, alongside the tagline “Nature takes control”. Being the first time having a brands sticker around it, the Citadium mall was entirely covered with nature overflowing.

A film haunting you long after the Shimmer fades...keep an eye out for the nature around you.