Stranger Things | Netflix Ad Campaign

Marketing & Promotion

Brief

Most people familiar with the popular Netflix series will be aware of the Demogorgon as the main protagonist. We constructed an environment in Old Street, London, which consisted of a pumpkin field with a 3 dimensional, 12 metre long by 5 metre high Demogorgon claw holding a giant mobile phone. This was an advertising campaign for O2 in conjunction with Netflix.

Process

The 12 metre long Demogorgon claw was constructed to fit around a giant advertising hoarding. It was too big to install in one piece so therefore was constructed from 12 individual sections, hand-carved from high density polystyrene and then covered with a durable layer of glass fibre and epoxy. The components were assembled on site attached to a purpose built scaffold structure. All of the subsequent joints were then filled and painted in situ to complete the overall giant effect.

The area in front of the hoarding was dressed to resemble a pumpkin field as a flashback to a crucial scene in the series. The pumpkins were all also made from polystyrene and distressed to appear as if they were rotting! The BMX bikes were added as a reference nod to the four main child actors.

This offered a photo opportunity for passers-by who could then upload their images onto Instagram using the #O2Netflix with the chance of winning 12 months’ free Netflix.

The whole installation was completed in just over two days.