Migration Sculps

A CREATIVE OUTDOOR INSTALLATION

Migration: Ducks take flight across Europe!

The Challenge

Universal Picture’s 2023 Christmas release, Migration, sees a family of ducks leaving the safety of a New England pond for an adventurous trip to Jamaica. However, their well-laid plans quickly go awry when they get lost and wind up in New York City. The experience soon inspires them to expand their horizons, open themselves up to new friends, and accomplish more than they ever thought possible.

Our challenge was to create a set of sculptures of the movie’s main characters and take them on a journey to Milan, Berlin and London targeting the release date in each of these markets.

Demographic Families

Locations Milan, Berlin, London

Duration 2 Months

Objective Buzz and Awareness

The Execution

Combining a range of production techniques including 3D printing, GRP, metal and woodwork, we developed a design which brought the four main characters to life that showcasing their personalities in their pose, expression honouring the detailed designs from the animated movie.

With wingspans of up to 5m, each bird had detailed resin eyes and hand-painted feather details to match their animated characters. The sculptures were engineered to sit in their ‘in-flight’ positions creating a striking and dynamic pose which carefully selected facial expressions depicting their personalities.

Every detail was considered down to customised ‘flight’ cases so they would be safely transported between each European city and lighting plan.

Destinations

Piazza Gae Aulenti, Milan
Mercedes Platz, Berlin
Kings Cross Station, London

A colourful public installation at King’s Cross Station, London, featuring large sculptures of animated ducks from the movie Migration. The main duck, Mack, is shown mid-flight with outstretched wings, flanked by other characters flying or peeking out from tall green grass. Behind the display is a backdrop of brick walls and station architecture, with the word “Migration” prominently featured in bold orange letters.

The Outcome

The attention-grabbing sculptures provided a magical and engaging moment for families to discover the new IP from Universal Studios.

Set within the broader OOH media plan, the installation provided a critical point of deeper engagement to bring the overall launch to life.

The activation provided a centrepiece too for PR and influencer activity in each of the local markets, with each local market taking the opportunity to bolt-on additional activities such as brand ambassadors, give aways, press shoots and content capture.

Months

Countries

Ducks

2298

Miles Travelled