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CASE STUDY

NETFLIX X NFL CHRISTMAS DAY MARQUEE BILLBOARD

3D BILLBOARD

NFL x Netflix Logos

Executive Summary

On Christmas Day 2025, Netflix streamed the Minnesota Vikings and Detroit Lions from Minneapolis. To promote the game in the home market, Netflix came to NPARALLEL + Atomic Props through its media partner for a custom marquee billboard: a 14′ x 48′ bulletin built to read like a theater marquee, with changeable letters, holiday garland, NFL and Netflix branding, and LED lighting matched as closely as possible to Vikings purple. 

From go-ahead to full installation took under four weeks. The project started before the final artwork even existed. 

Business Challenge

Netflix already runs a marquee billboard format in other markets, including Los Angeles. The Minneapolis board needed more than that version carried: holiday garland, the NFL logo, and additional brand marks beyond the marquee letters, all on a board that had to read as unmistakably Netflix to an audience that pays close attention to its team colors. 

Three constraints shaped the build. The timeline was under four weeks from go-ahead to installation, compressed for a fabricated out-of-home piece with integrated lighting. Final artwork was not available when the project started, so early fabrication decisions had to hold up against graphics still in progress. And both the NFL and Netflix had to approve the artwork, which put an approval cycle we did not control inside an already short schedule. 

Goals & Objectives

  • Give Netflix a Minneapolis-specific promotional moment for the Christmas Day broadcast
  • Recreate a recognizable marquee format while adding components it had not carried before
  • Match the LED lighting to Vikings purple as closely as a backlit medium allows
  • Keep the Netflix logo accurate once backlit
  • Deliver from go-ahead to installation in under four weeks

Our Solution

A Marquee Built to Change

We built the board at standard bulletin size, 14′ x 48′, styled as a marquee with changeable letters so the message could be swapped on site instead of reprinted. Holiday garland, NFL and Netflix branding, and LED strip lighting completed the build. 

Color Matching Under Backlight

Custom RGB lighting was outside the budget, so the team worked within LED strip lighting to land as close to Vikings purple as the medium allows. Backlighting shifts color as it passes through the face, which means a color approved on screen is not the color that shows up on the board at night. Every lit element was evaluated lit and corrected against the intended purple. 

Protecting a Recognizable Logo

After reviewing the design, the client asked for the Netflix N to be backlit. Netflix is one of the most recognizable brands in the world and its logo color is specific, so any drift under backlighting would be obvious to anyone driving past. The same test-and-correct process used for the purple was applied to the logo. 

Building Ahead of Final Artwork

The client wanted to move before the updated artwork was ready. Structure, lighting, and layout advanced on decisions that would still hold once approved graphics arrived, and the NFL and Netflix approval cycle was built into the schedule rather than treated as a step at the end. 

Results

The project demonstrates what a fully in-house model makes possible on a short timeline: design, fabrication, lighting, and installation handled by one team, in the same market as the audience. 

  • Delivered from go-ahead to full installation in under four weeks
  • Artwork approved by both the NFL and Netflix inside the compressed schedule
  • Vikings purple matched as closely as a backlit medium allows, with the Netflix logo accurate when lit
  • Designed, fabricated, and installed locally in Minneapolis in December

Ready To Build For Your Market?

From national brand campaigns to single-market activations, we design and build out-of-home installations that hold up in the real world, in real weather, on real deadlines. 

Whether you need rapid-turnaround fabrication, custom lighting, or a build that has to be exactly right in front of an audience that will notice, our team handles it under one roof. 

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