Mission: Impossible – Dead Reckoning Part One launched with a standout OOH moment at BFI IMAX.

Designed to deliver scale, spectacle and a viral moment, the campaign combined premium placement, a PR worthy stunt and star Tom Cruise. 

the cHALLENGE

Paramount Pictures aimed to create a standout launch moment for Mission Impossible – Dead Reckoning Part One that felt as daring and cinematic as the anticipated film. The goal? Generate mass attention and social media attention in a way that only Tom Cruise and OOH could deliver.

the SOLUTION

Our BFI IMAX became the stage for a two week Mission Impossible takeover. But with a twist, in a now viral moment, Tom Cruise climbed to the top of the iconic building to snap a selfie, thrilling fans nearby and online. The stunt brought the campaign to new heights, driving organic engagement far beyond paid media.

OUTCOMES

• Over 26m impressions across Instagram and X (Pulsar, 2025) 
• 901 organic social posts, including plenty of user generated context (Pulsar, 2025) 
• As we know from our Neuroscience research, when a celebrity influencer shares an OOH social amplification post, there is a +35% increase in engagement and a +16% increase in emotional intensity. And, as Tom Cruise shared this campaign, due to his own involvement, we know this moment delivered lasting memorability (The Vital Ingredient, Ocean Outdoor, 2022)