Upside Down Outbreak in Manila
NETFLIX: STRANGER THINGS 3
Brand Experience
Singapore
2019
AGENCY: JACK MORTON
MY ROLE: CREATIVE,
Assisted in ideation, art direction, experience touchpoints, journey & design deliverables
CONTEXT
Netflix introduced new characters in Stranger Things 3 and wants to tease the audience without spilling too much.
OBJECTIVE
Create massive buzz and excitement for the new season of Stranger Things amongst fans.
PROBLEM
👀 Getting the audience excited about characters of Stranger Things 3 they haven’t yet met.
👓 Viewers crave to experience authentic, and exclusive ST content to share online.
INSIGHT
THE IDEA
Upside-down Outbreak in Manila
Bring the threat and experience of Stranger Things’ iconic “Upside Down” to real life .
EXPERIENCE
For the premiere of Stranger Things 3, Netflix turns a cinema into Starcourt Mall (reference from the show), a themed 80s mall; in the midst of going into the Upside Down.
Netflix takes their audience to the other side as they turned down all the lights of the cinema and turned up the neon lights. The audience entered an experience split in two. One side had the dazzling atmosphere of an 80s mall. The other, taped off with HAZMAT tape was the Upside Down, breaking out into the mall. The different zones of the space made the audience experience iconic moments, and characters of Stranger Things while teasing moments from Stranger Things 3.
ZONE 1: STARCOURT MALL💄
ZONE 2: UPSIDE DOWN🦺
