PROVE YOUR POWER
NETFLIX + XBOX
Creative Director, Concept
I developed the core concept and sold through the project during the pitch phase. In production, I led experience scripting and interactive design.
☞ 2022 Clio Entertainment: Grand Clio (Television/Series: Innovation)
☞ 2022 Clio Entertainment: Gold (Television/Series: Out of Home: Takeover)
☞ 2022 Ex Awards: Highest Honor (Best Combination of Event Technologies)
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CHALLENGE:
As part of the global #Rifted campaign, Netflix and Xbox needed an experience that could promote their partnership, distribute exclusive consoles and merch, and bring the Upside Down to life in a visually stunning way. We needed a strong CTA that would get fans lining up around the block.INSIGHT:
Stranger Things fans don't just want to watch the Upside Down. They want to prove they could survive it.IDEA:
We turned an Xbox giveaway into a chance for fans to Prove their Powers.
The story: When Hawkins Lab “discovered” a rift open in LA, they took the opportunity to recruit new citizens for the fight against the Upside Down.
White-coated scientists guided participants into the Control Center, where an energy-tracking AR system measured their strength. The more power they generated, the more the environment reacted: lights flickered, fog erupted from the rift, and the ground trembled beneath them.
Lucky fans triggered larger reactions from the space and won Stranger Things x Xbox merch. A select few were deemed ultra-powerful, triggering massive special effects and pulling exclusive Xbox Series S consoles straight from the Upside Down.
Every fan walked away feeling like they'd earned their way out of the Upside Down.
RESULTS:
355M+ Media Impressions
345 Total Participants
36 Consoles Won
