Stranger Things: NYC Upside Down.
When Netflix’s global phenomenon, Stranger Things, finally returned after pandemic-induced delays, anticipation had reached a fever pitch.
The journey began at the iconic Empire State Building in New York City, setting the stage for a series of international activations that spanned the globe—from the sun-drenched shores of Bondi Beach in Sydney to the architectural marvel of the Guggenheim Bilbao in Spain. The Upside Down didn’t just appear—it invaded our world in a way that had never been seen before, thanks to a massive, coordinated effort.
Achieving this required unprecedented technical innovations, headed up by Giant Spoon with Superbien and Production Resource Group at the helm. Together, we orchestrated and executed the city’s most complex projection mapping and synchronized light show to date. The spectacle included rooftop VIP viewings, a synchronized audio experience in Flatiron Plaza, and a city-wide presence that extended beyond the event with branded buses and roaming ambassadors.
For three electrifying hours, midtown Manhattan came to a standstill. Thousands of fans converged on Flatiron Plaza for a launch-day celebration that reverberated across the globe, creating headlines and setting the standard for a worldwide campaign that turned reality on its head.
This citywide immersive event was a testament to the incredible collaboration between visionary minds—from the brilliant strategists at Netflix and Giant Spoon to the creative sorcerers at Superbien. Together with every partner across the world, we took an already colossal idea and turned it truly Upside Down.
