Launching season 4 of Stranger Things in Brazil
The challenge
How to immerse Stranger Things fans into the universe of the series in a place like a subway station? What if the whole station became an immersive experience?
The partnership
We collaborated with Netflix, Studio Panda, and WT+ in São Paulo on a distinctive Stranger Things launch, providing art direction efficiently and on time.
overview
An entire subway station became the doorway into the Upside Down.
Approach
Fradique Coutinho station was not treated as a surface to hang posters on. It was treated as a set. Each floor took a stage of the crossing, so that riding the escalator down was passing from the known world into the other side.
The decision that organized everything else was printing the logotype across the steps. A commuter who has never watched the show reads it as graphics; someone who has recognizes the portal. The same piece serves both audiences without explaining itself to either.
Production
More than a hundred artworks in three weeks, produced for surfaces that do not forgive: a moving escalator, panels read from a distance, steps read at an angle. Every piece was proofed at its real reading angle before going to print.
result
100+
artworks produced in three weeks
3
station floors turned into set
What you see is the expression of a solution formed by hidden processes.
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