In 2022, Netflix was launching 'The Gray Man' as its newest action franchise. The goal was to introduce a worthy successor to James Bond and other action icons.

The mission: Roll out the premiere of 'The Gray Man' in the Philippines with a blast.

The campaign hit the target. 'Reel to Real' billboards:

*Achieved 168M total media reach and impressions.

*Thrust 'The Gray Man' to become the top film on Netflix for 7 straight days.

*Installed 'The Gray Man in the Top 10 for nearly a month.

As if those weren't enough, the Russo Brothers themselves--the creators of the franchise--shared the billboards on social media with the world.