A Minecraft Movie Avant Premiere + FOOH Airport Activation

Warner Bros. | A Minecraft Movie – Bringing the Game into the Real World

To celebrate the release of A Minecraft Movie, we partnered with Warner Bros. to bring the blocky universe of the game into the physical world through two complementary activations that combined immersion, play, and surprise.

The campaign kicked off with an exclusive IMAX avant premiere in Buenos Aires. The theater lobby was transformed into a fully pixelated Minecraft environment, where guests competed in a live Fan Battle trivia game centered on Minecraft lore, winning themed prizes along the way. A large LED-lit portal created the illusion of stepping into another dimension, while custom papercraft cubes were gifted as souvenirs, allowing attendees to take a piece of the Minecraft world home.

The experience continued with a FOOH video activation at Aeroparque Jorge Newbery Airport, one of the busiest airports in Argentina. Without dialogue, iconic Minecraft characters unexpectedly appeared throughout the terminal—emerging from luggage carousels, peeking behind digital screens, and interacting with travelers through gestures, sound effects, and music. The activation highlighted Warner Bros.’ airport branding assets, including screen takeovers and a custom-wrapped baggage belt.

From concept and production to filming and post-production, we delivered a full-service execution that seamlessly blended digital aesthetics with real-world environments. A Minecraft Movie transformed gameplay into a tangible experience, connecting with fans in a memorable and authentic way.