This was an OOH first. 

We partnered with EssenceMediaCom and WPP Media to deliver a landmark campaign for Universal Pictures International’s Michael, transforming two of Europe’s most iconic buildings into cinematic storytelling canvases through a first-of-its-kind architectural LED execution. 

Spanning Uber Platz in Berlin and Rinascente in Milan, the campaign reimagined DOOH by moving beyond traditional screens and using the buildings themselves as programmable media platforms.  

Using our ‘Glow Up’ product, thousands of precision-controlled LED nodes were mapped directly onto each façade, enabling synchronised motion content and choreographed lighting sequences that brought the architecture to life at an unprecedented scale. 

The activation translated the legacy of Michael Jackson into a dynamic, city-wide spectacle. Key eras of his career were brought to life through light and movement, from his early Jackson 5 performances to his rise as a global icon. By turning entire buildings into immersive canvases, the campaign created a powerful presence within two major cultural destinations.  

By combining cinematic storytelling with large-scale architectural innovation, the campaign demonstrated how DOOH continues to evolve into a platform for immersive, culturally significant experiences, delivering a launch moment that matched the global scale and legacy of Michael. 

Andrew Newman, CEO of DOOH.com, said: “With ‘Glow Up’, we wanted to push beyond what people expect from DOOH and create something truly unforgettable. This is about turning entire buildings into living, breathing canvases, where light, movement and storytelling come together at a scale that stops people in their tracks and connects them emotionally to the moment.”