To help launch Beverly Hills Cop: Axel F, we teamed up with Shaquille O'Neal for a larger-than-life campaign built around his signature charisma and comedic timing. Set inside a movie theater, the spot transformed the cinema screen into an active part of the story, blurring the line between the film and the audience experience.

I've always been fascinated by movie theaters and the creative possibilities that exist within them. This project gave us the opportunity to turn that obsession into a visual playground, using the screen as more than just a backdrop. Any chance to celebrate the magic of the theatrical experience is a chance worth taking.

Keep theaters alive.