Disney and Havas Creative staged an outdoor activation in Madrid for “The Mandalorian and Grogu” using movie posters suspended above city streets — a fairly literal nod to Grogu’s Force-assisted object moving.
The posters were not “floating” through perspective tricks or VFX. According to Ad Age, they used a magnetic levitation system developed by Andtonic, designed to keep the structures stable outdoors despite wind and other street conditions. Madrid is not a controlled demo room.
The installations ran May 18–19 in high-traffic areas including Cibeles, Calle Alcalá, Alonso Martínez, and Fuencarral. The campaign arrived ahead of the film’s May 21 theatrical debut, which Ad Age says marks the Star Wars franchise’s first return to cinemas in seven years.
No performance metrics are available as yet – just levitating posters, public infrastructure, and the recurring marketing belief that physics is there to be negotiated with.
Read more at Ad Age.