Warner Bros. Pictures and Buenos Aires agency 5SEIS promoted Godzilla X Kong: The New Empire with FOOH video, accessible 3D-printed orthoses, and monumental
ARCHIVEWarner Bros. and 5SEIS Bring Godzilla X Kong to Buenos Aires
Warner Bros. Pictures commissioned Buenos Aires agency 5SEIS to promote Godzilla X Kong: The New Empire in Argentina with a multi-format experiential campaign spanning fake out-of-home video, large-scale sculpture installations, and an accessibility initiative tied to a character design from the film, released theatrically in Argentina on March 28, 2024.
The campaign operated across three distinct activations. The first was a FOOH — fake out-of-home — video that digitally placed Godzilla and Kong at the Buenos Aires Planetarium, one of the Argentine capital's most recognisable landmarks, produced in collaboration with the tourism account @turistaenbuenosaires. The second activation documented inventor Gino Tubaro and his organisation Atomic Lab, who designed a hand orthosis inspired by the prosthetic worn by Kong in the film. That orthosis was made available for free download and 3D printing, positioning the campaign as a direct resource for people with hand movement difficulties across Argentina and beyond. The third component was a pair of monumental Styrofoam sculptures of Godzilla and Kong, displayed first for one month at Cinemark Hoyts Dot and then for the following month at Cinepolis Monster Screen Pilar, two of Buenos Aires's major multiplex venues.
The sculptures were built to a scale that matched the films' central conceit of overwhelming physical presence. Kong stood 350 cm tall with a footprint of 150 by 230 cm, while Godzilla's construction measured 350 by 300 by 300 cm. Both installations were accompanied by purpose-built lighting and signage designed to invite cinema audiences to engage directly with the figures before entering the auditorium. The campaign was submitted to the Ads of the World archive by director Gabriel Aufgang of 5SEIS and was listed on Ads of the World by Clios as a 360-degree, ambient, and experiential media campaign. Clapboard rates this campaign 73 out of 100.
Warner Bros. Pictures structured its Argentina promotional strategy around earned attention rather than paid placement alone. The MonsterVerse franchise, which includes Godzilla and Kong, depends heavily on spectacle as its primary audience draw, and 5SEIS identified that replicating spectacle at street level — rather than confining it to a trailer — would extend the film's visual language into the physical environments where Argentine audiences make their cinema decisions.
The FOOH format was a deliberate creative and strategic choice. Fake out-of-home video, which composites digital monsters into real urban environments, had been gaining traction globally as a shareable format, with its value lying in the friction it creates between the recognisable and the impossible. By selecting the Buenos Aires Planetarium — an architectural icon with strong local identity — 5SEIS grounded the campaign in Argentine cultural geography rather than producing a generic international asset. The collaboration with @turistaenbuenosaires extended the campaign's organic reach to an audience that follows Buenos Aires as a destination, not simply as a film market.
The accessibility component addressed a different strategic objective. By partnering with Gino Tubaro and Atomic Lab, 5SEIS connected Warner Bros. Pictures to a social utility narrative that separated the campaign from competitors in the Argentine film promotion space. Major studio releases competing for Argentine audiences in the same March 2024 window included Universal Pictures' Kung Fu Panda 4, which reached Argentine cinemas in the same theatrical cycle, according to Box Office Mojo. The orthosis initiative gave the Warner Bros. Pictures campaign a dimension that no spectacle-only competitor campaign could replicate. According to Variety, the global theatrical box office in 2024 reached approximately 30 billion dollars, reflecting ongoing post-pandemic audience recovery, and in that environment, campaigns that generated press coverage outside entertainment columns held measurable strategic value for studios operating in mid-sized international markets such as Argentina.
Gabriel Aufgang directed the campaign for 5SEIS, overseeing all three activation formats and the production of the video case study submitted to the Ads of the World archive. The campaign's creative output was unusually heterogeneous — requiring digital compositing skills for the FOOH video, documentary production sensibility for the Atomic Lab collaboration, and physical fabrication expertise for the Styrofoam sculptures — a range that reflects the ambitions of a boutique Buenos Aires agency working at the scale of a major studio franchise brief.
The FOOH video placed rendered versions of Godzilla and Kong within footage of the Buenos Aires Planetarium, relying on compositing that matched the film's own visual grammar closely enough to provoke genuine uncertainty in viewers encountering it on social media. The effectiveness of FOOH as a format depends entirely on the quality of that illusion, and by selecting an Argentine landmark with clean architectural lines and strong ambient light, the production team gave itself optimal conditions for convincing integration.
The Styrofoam sculptures demanded a different set of skills entirely. Working at 350 cm height and with Godzilla occupying a volume of 350 by 300 by 300 cm, the fabrication team produced objects that functioned simultaneously as promotional signage and as independent sculptural works capable of anchoring the foyer spaces of Cinemark Hoyts Dot and Cinepolis Monster Screen Pilar. The use of Styrofoam as the primary material was a practical and economic decision appropriate to the Argentine production context, and the accompanying lighting design — referenced in 5SEIS's own campaign documentation — elevated the installations beyond standard standee formats. The Gino Tubaro documentation strand brought a journalistic register to the campaign, with Atomic Lab's orthosis design process filmed and presented as a process narrative rather than a product announcement, lending the accessibility message credibility that a purely branded execution would not have achieved.
ARCHIVEGodzilla X Kong: The New Empire opened in Argentina on March 28, 2024, according to Wikipedia and confirmed by Box Office Mojo's international release records. No verified box office data specific to the Argentine theatrical run or attributable directly to this campaign's contribution is publicly available, and no independent audit of the campaign's earned media reach has been published.
Within the advertising archive ecosystem, the campaign listing on Ads of the World by Clios recorded 1,883 views and 29 likes following its promotion on the platform's X account on June 11, 2024, according to Clapboard's own archive data. The campaign received no documented industry award nominations in the period following its submission, based on publicly available awards records.
Structurally, the campaign's three-format architecture gave it multiple independent vectors for attention. The FOOH video was designed for social sharing and generated engagement through its connection to a recognisable Buenos Aires landmark. The Atomic Lab orthosis created a press hook outside entertainment media. The sculpture installations at two major Buenos Aires multiplex venues provided sustained, high-footfall physical presence across two consecutive months — a timeline that matched the standard theatrical window for a major franchise release. Clapboard scores this campaign 73 out of 100, reflecting strong creative ambition and genuine multi-format execution in the Argentine market, offset by limited documented reach data and the absence of formal industry recognition.
Warner Bros. Pictures and Buenos Aires agency 5SEIS launched a three-part experiential campaign in Argentina in March 2024. It included a FOOH video at the Buenos Aires Planetarium, a 3D-printable hand orthosis designed by Gino Tubaro and Atomic Lab, and large-scale Styrofoam sculptures displayed at two major Argentine cinema venues.
5SEIS produced a fake out-of-home video placing digital versions of Godzilla and Kong at the Buenos Aires Planetarium. The video was created in collaboration with the Buenos Aires tourism account @turistaenbuenosaires and was designed to circulate on social media as a shareable, location-anchored piece of campaign content tied to the film's March 2024 Argentine release.
Inventor Gino Tubaro of Atomic Lab designed the orthosis. Inspired by the prosthetic Kong wears in The New Empire, the device was made available for free download and 3D printing, offering an accessible solution for people with hand movement difficulties. The design and fabrication process was documented as part of the 5SEIS campaign.
The Styrofoam sculptures appeared first at Cinemark Hoyts Dot in Buenos Aires for one month, then moved to Cinepolis Monster Screen Pilar for the following month. Kong stood 350 cm tall and Godzilla occupied a volume of 350 by 300 by 300 cm, according to 5SEIS's own campaign documentation.
Gabriel Aufgang directed the campaign for 5SEIS. He submitted the work to the Ads of the World by Clios archive, where it was listed as a 360-degree, ambient, and experiential media campaign for Warner Bros. Pictures in Argentina. The campaign was published in March 2024 and promoted on the Ads of the World platform in June 2024.
Clapboard rates the Godzilla X Kong: The New Empire Buenos Aires campaign 73 out of 100. The score reflects the campaign's creative range and genuine multi-format execution across the Argentine market, balanced against limited publicly documented reach metrics and the absence of recorded industry award recognition at the time of this analysis.
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