Netflix
EXPERIENTIAL MARKETING
CONCEPT DEVELOPMENT
IMMERSIVE EXPERIENCE DESIGN
ART DIRECTION
BRAND ACTIVATION
FANDOM ENGAGEMENT
AT A GLANCE
For the launch of Stranger Things 3, the challenge was to build anticipation without revealing too much—especially with new characters and storylines. Instead of traditional teasers, we brought the show’s most iconic world into reality. “Upside Down Outbreak” transformed a cinema into a living, dual-reality experience—blurring the line between the familiar world and the unknown. The result was a fan-first experience that didn’t just promote the show, but let audiences step inside it.
MY ROLE
Creative Associate: Supported ideation, art direction, and experience design—crafting key touchpoints, spatial storytelling, and design deliverables across the journey.
THE BRIEF
Create a high-impact launch that builds hype for Stranger Things 3, teasing new characters and storylines without revealing them.
THE TENSION
You need to excite fans about what’s new, without giving away the story.
THE STRATEGIC DIRECTION
Build a dual-world environment that physically places audiences between reality and the Upside Down.
HOW? A WORLD, SPLIT IN TWO
A cinema transformed into Starcourt Mall, half nostalgic 80s normalcy, half infected by the Upside Down, placing audiences at the edge of both worlds.
THE INSIGHT
Fans don’t just want to watch Stranger Things, they want to step inside its world. We don’t tease Stranger Things. We let it leak into the real world.
THE CREATIVE CONCEPT
“Upside Down Outbreak,” a real-world takeover where a familiar space is split between normalcy and the unknown, bringing the threat of the Upside Down to life.
