At DOOH.com, we’re passionate about pushing the boundaries of storytelling and digital out-of-home (DOOH) experiences. We had the incredible opportunity to bring Universal Pictures International’ How to Train Your Dragon 2025 to life at an exclusive VIP gala in São Paulo, and what an unforgettable moment it was.

With eyes fixed on social success, this campaign saw all the Dragons turn up in person for their premier, which perfectly married with the first live-action film adaptation of these loved books.

Using our expertise in 3D illusions, we transformed the event into a breathtaking spectacle by projecting true-to-scale holograms of dragons, including the beloved Toothless, soaring above the heads of guests. This was not just any hologram display; it was a world-first activation using Hologauze® projection technology combined with bespoke animation, which blurred the line between fantasy and reality. Dragons flew in stunning detail with reactive cloud effects, and we provided voiceover versions in both Portuguese and English, culminating in a dramatic trailer reveal that had everyone captivated.

This activation was crafted through close collaboration with the incredibly talented teams at Universal Pictures International marketing and motion picture production, guided by the visionary director Dean DeBlois. Among the star-studded audience was Gerard Butler, whose delight at the flying dragons, captured on camera, perfectly reflected the collective awe felt throughout the room.

Bringing these dragons to life was no small feat. As Julian Anderson, our Head of Delivery, explains: “Creating true-to-scale holograms of HTTYD’s dragons flying in the night sky was an immense creative and technical challenge. Our goal was to give guests an unforgettable experience, making them truly believe Toothless and his dragon friends were soaring above. Collaborating with Universal Pictures, Essence Mediacom, and Holotronica to deliver this epic moment was a privilege, and the thunderous applause was a testament to the outstanding work by all involved.”

The experience created an immersive, cinematic moment that truly went beyond traditional screens and generated tremendous excitement ahead of the film’s global launch. Working alongside Universal Pictures International, Essence Mediacom, and Holotronica, we delivered an omni-channel campaign that elevated storytelling and transformed a typical pre-premiere party into a captivating visual spectacle.