Netflix brings suspense to the streets with its chilling new out-of-home (OOH) campaign for “Monster: The Ed Gein Story.” Ahead of its October 3 premiere, the streaming giant has rolled out massive storefront billboards across major U.S. cities, transforming urban spaces into eerie previews of the series.
What’s the idea behind this campaign?
The concept is built around immersive storytelling through OOH. Netflix uses large-scale visuals drenched in shadowy greens and dark tones to evoke the unsettling world of Ed Gein, the real-life inspiration for horror icons like Norman Bates and Leatherface. The campaign’s design mirrors the show’s psychological tension while maintaining Netflix’s signature minimalism and visual power.
How was the idea executed?
The campaign takes over entire storefront facades and billboards in New York City, turning streets into a visual teaser for the show. The enormous green-tinted posters feature distorted imagery and the bold word “MONSTER” across the panels, with the red Netflix “N” as an anchor. This simple yet powerful setup ensures high impact both in person and on social media.
Why is this execution unique?
Netflix’s approach demonstrates how OOH can function as cinematic storytelling. Instead of merely promoting a title, the creative immerses passersby in the tone of the series — blurring the lines between advertising and experience. It’s a masterclass in using minimal design and context to generate emotional resonance.
How does it connect with audiences?
The campaign speaks directly to fans of true crime and psychological thrillers. By bringing the show’s dark aesthetic to public spaces, Netflix builds curiosity and conversation, reinforcing its position as the leader in content-driven OOH campaigns. Every pedestrian encounter becomes part of the anticipation leading up to the premiere.
Final thoughts: OOH as immersive storytelling
With “Monster: The Ed Gein Story”, Netflix once again showcases the power of billboards and outdoor advertising to extend storytelling beyond screens. The campaign blends fear, fascination, and design precision — reminding the industry that when done right, OOH can be as captivating as the story itself.
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FAQs about this campaign
What is Netflix’s Ed Gein billboard campaign about?
It’s an out-of-home campaign promoting 'Monster: The Ed Gein Story', with striking green billboards that turn city streets into eerie visual teasers.
Why did Netflix choose billboards for this series?
Because OOH provides an immersive, real-world platform to build suspense and emotional connection before the series launch.
Where can these Ed Gein billboards be seen?
They appear in major cities like New York, Los Angeles, and Toronto, strategically placed in high-traffic and cultural areas.
What makes this campaign visually distinctive?
The use of minimal design, dark green tones, and shadowy imagery evokes the psychological horror of the series while maintaining Netflix’s refined aesthetic.
What can brands learn from Netflix’s approach?
That storytelling and simplicity in OOH can create powerful emotional impact, driving both online buzz and real-world engagement.
Craft emotive OOH that resonates
Explore high-visibility print and OOH formats that elevate brand values and recall.
