Star Wars Takes “The Force” to the Streets of Madrid With Floating Billboards

Star Wars brought “The Force” to the streets of Madrid through an outdoor advertising campaign designed to celebrate the theatrical release of The Mandalorian and Grogu.

Developed by Havas Creative for The Walt Disney Company, the campaign transformed traditional urban billboards into floating installations that appeared suspended in mid-air.

Floating Billboards Created an Immersive Experience

The activation took place on May 18 and 19 across iconic locations in Madrid, including Plaza Cibeles, Alonso Martínez, Calle Alcalá, and Fuencarral.

In each location, the official movie posters appeared levitating above the street, creating a visual effect inspired by the powers associated with the Star Wars universe.

Technology Became the Core of the Campaign

The technical development was led by Andtonic, which created a magnetic levitation system capable of keeping large outdoor advertising structures suspended in real urban conditions.

The project represented both a creative and engineering challenge, adapting levitation technology to outdoor advertising formats installed in high-traffic public spaces.

A Campaign Designed for Fans and Public Interaction

The floating installations quickly attracted attention from pedestrians, tourists, and Star Wars fans, turning the campaign into a shareable public experience.

By combining visual spectacle with recognizable franchise imagery, Disney created an outdoor activation that blurred the line between advertising and entertainment.

The Return of Star Wars to Cinemas

The campaign coincided with the theatrical release of The Mandalorian and Grogu on May 21, marking the return of the Star Wars universe to cinemas after seven years.

To support the launch, the brand opted for an experiential outdoor campaign capable of generating conversation both in the streets and across social media.

What Brands Can Learn From This Campaign

The activation demonstrates how technology and storytelling can transform traditional outdoor advertising into immersive public experiences.

It also shows how entertainment brands can use physical installations to create emotional engagement, social sharing, and memorable interactions with audiences.

FAQs

What was the Star Wars Madrid campaign about?

The campaign promoted The Mandalorian and Grogu through floating outdoor billboards installed across Madrid.

How did the floating billboards work?

The installations used magnetic levitation technology developed by Andtonic to suspend the structures in mid-air.

Where did the activation take place?

The campaign appeared in several locations across Madrid, including Plaza Cibeles, Alonso Martínez, Calle Alcalá, and Fuencarral.

Why did the campaign stand out?

The campaign combined technology, experiential marketing, and iconic Star Wars storytelling to create an immersive public experience.