The latest hit from Focus Features, Obsession, has quickly become more than a box-office success story: it is already earning cult-classic status, captivating audiences with suspenseful storytelling and unforgettable visuals. To match the film’s intensity, Focus partnered with Alchemy on a street-level campaign that blurred the line between advertising and entertainment.
Sunset Boulevard b/t Laurel Canyon Boulevard & Laurel Avenue | Los Angeles, CA
Through a combination of large-scale placements in Los Angeles and strategic locations in New York City, the campaign proved that wild posting can do far more than build awareness; it can create anticipation, drive conversation, and become part of a film’s story.
Dominating Los Angeles With Bold Creative
The streets of LA served as the perfect canvas for a high-coverage campaign designed to make Obsession impossible to ignore. The campaign featured dedicated wild posting locations and barricades strategically placed throughout the city. The bright red creative on the poster ads immediately stood out against the urban landscape, grabbing the attention of both pedestrian and vehicle traffic.
Wilshire Boulevard & Highland Avenue | Los Angeles, California
Whether audiences encountered the film during their morning commute or while exploring the city, the striking visuals delivered the same message: something exciting was coming, and everyone was talking about it. The scale of the campaign created an undeniable presence.
Telling the Story With New York Wild Posting
While the campaign in LA focused on scale, we took a different approach in NYC. With fewer locations, we leaned into creativity and interaction to drive impressions by becoming part of the film’s narrative.
Broadway & West 51st Street | Manhattan, New York City, NY
The standout element was Alchemy’s iconic location at Broadway and 51st Street, where we deployed three creative changes over the course of the campaign. Each version of the street posters became progressively more “obsessive,” mirroring the themes of the film. People who passed by multiple times experienced the story unfolding in real time, creating curiosity and driving speculation.
Broadway & West 51st Street | Manhattan, New York City, NY
Broadway & West 51st Street | Manhattan, New York City, NY
The changing creative generated attention on the street and online as passersby shared photos and reactions across social media, extending the campaign’s reach beyond the physical locations.
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Strategic Placements Across Manhattan
In addition to Broadway and 51st, we utilized window placements and dedicated wild posting locations in key areas of the city.
- 8th Avenue and 31st Street: a high-traffic corridor that connects commuters, tourists, and local residents, delivering consistent visibility day and night.
- Columbia Heights and Doughty Street: a Brooklyn location that reaches residents in one of the city’s most vibrant neighborhoods while reinforcing the campaign’s citywide presence.
- 11th Avenue and W 46th Street: a pedestrian-and-vehicle-heavy intersection in Hell’s Kitchen that helps campaigns maintain momentum and broaden audience reach.
Why Wild Posting Continues to Deliver
The Obsession campaign is a perfect example of what happens when wild posting and street-level media are used to their full potential. Wild posting is not limited to awareness campaigns; it can tease a story, encourage interaction, evolve creatively over time, and create memorable moments audiences want to share.
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By combining the broad reach of our Los Angeles placements with the story-driven experience in New York, we created a campaign that was impossible to ignore. The result was more visibility, excitement, and conversation, and a powerful reminder that some of the most effective advertising happens on the street.
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Alchemy Media™ creates nationwide, multi-market campaigns that get your brand the attention it deserves. Contact us today to start planning your next OOH domination.