STRANGER THINGS 4
WELCOME TO SURFER BOY PIZZA
To launch season 4 of Stranger Things on Netflix, we created a campaign of mysterious posters from the 1980s that appeared around the UK. Each poster was concepted from the Stranger Things universe, with ads for business and products heavily featured in the show. We art directed and designed every poster to fit with each business, and within the category trends of advertising in 1986.
The posters were loaded with easter eggs from the upcoming season as well as cryptic clues that led to something bigger.
Art direction
The craft was crucial to give them the 80s look without looking like a pastiche; from working with THE original airbrush illustrator from the 80’s. To finding genuine 80’s stock photography to fit the brief. Retouching in all of the easter eggs and clues to the upcoming season. And even creating the grandfather clock in CGI to match it exactly to the clock featured in the show. And many hours spent in design crafting every typeface and all of the unique textures on each poster, to make them as authentic as possible.
ACTIVTION
Once the audience decoded the clues, the posters directed them to a secret location where a portal opened up to take them into the Upside Down.
Inside they got to explore the Upside Down just as the characters do in the show, through a full experiential adventure, even down to the smell. And at the end of it all, they crawled away with their own Demogorgonzola Pizza.
We gave out over 2000 limited edition prints of the posters to Stranger Things stans. The posters were so popular that they kept getting stolen from our out-of-home sites. Fans traveled from as far as Latvia, Italy and New York to experience the event for themselves.
