Secret Cinema | Stranger Things Experience
Question: How can we effectively promote the event without using creative and content from the series?
Answer: Play with the central concept and localise it. What if the Elizabeth Line and Crossrail were endlessly delayed because construction had dug into the Upside Down?
Delivered through a Blair Witch-esque series of found tapes tracing the real world escapades of the ‘Verminators’ as they brought the truth to Londoners through a digital and real-world scavenger hunt. Aided and abetted by Dave Berry live on Absolute Radio, many real-life London pest controllers in our films and the odd bite from the press, we brought the Upside Down to London, teasing the event’s reveal.
Impact: 50,000 tickets sold with extra dates added due to high demand.
Agency: Theobald Fox for Secret Cinema.
Role / Team: Creative lead of five at Theobald Fox, plus ten at Secret Cinema including directors, producers, actors, and promotional teams.
Responsibilities: Concept | Creative and Art Direction | Campaign Strategy | Digital Marketing | Content Production | Media Partnerships
