Pennywise makes a chilling return to New York City in an immersive OOH campaign for HBO’s new series “IT: Welcome to Derry.” In collaboration with OUTFRONT Media, HBO Max transforms Times Square into a horror-filled spectacle ahead of the show’s premiere on October 26. The massive 3D billboard at 47th Street and 7th Avenue brings the terrifying world of Derry to life in the heart of Manhattan.

Pennywise Invades Times Square

The 3D billboard installation captures a haunting scene: a vintage TV flickering with static as Pennywise emerges from the screen, grinning menacingly at the crowd below. Designed to immerse viewers in the eerie atmosphere of Derry, the creative pushes the boundaries of DOOH (Digital Out-of-Home) innovation and horror storytelling.

Located in one of the most visited intersections in the world, the activation turns Times Square into a live stage where fear and fascination collide — a perfect teaser for fans awaiting the series debut.

Ver esta publicación en Instagram

Una publicación compartida por Bill Skarsgård Studio (@billskarsgardstudio)

OOH Meets Horror: Storytelling in Motion

Beyond the 3D billboard, HBO Max’s campaign extends across New York City with digital posters appearing throughout the @mta network. This synchronized OOH rollout ensures that commuters encounter Pennywise at every turn, blending entertainment, suspense, and urban culture.

By merging cinematic visuals with real-world settings, the campaign showcases how OOH advertising can create unforgettable, emotionally charged experiences that transcend screens.

Expanding the IT Universe

“Welcome to Derry” dives deeper into the origins of Pennywise and the haunting legacy of the town that birthed him. Produced by Andy Muschietti — director of the IT films — the series expands Stephen King’s iconic world, delivering both nostalgia and new layers of fear.

As Halloween approaches, the campaign’s timing heightens anticipation, turning outdoor spaces into an extension of the show’s dark narrative.

Times Square as a Cultural Stage

The takeover illustrates how billboards and digital displays can go beyond promotion — they can deliver stories, emotions, and cultural moments. For HBO and OUTFRONT Media, the fusion of entertainment and outdoor advertising turns the city itself into part of the storytelling.

This haunting yet visually stunning activation transforms everyday advertising into a shared experience that blurs fiction and reality.

Final Thoughts

The “Welcome to Derry” campaign proves that OOH and DOOH remain some of the most powerful tools for connecting brands with audiences through creativity and emotion. By bringing horror to the heart of New York, HBO Max redefines how outdoor media can capture the imagination — one scare at a time.