Netflix | Global Campaign Adaptation & Experiential Marketing

Few entertainment campaigns have captured the cultural zeitgeist like Stranger Things. During my time at Midnight Oil, I had the privilege of supporting Seasons 1, 2, and 3, helping transform Netflix's key art into a global advertising campaign that extended far beyond the screen.

Working from high-resolution campaign creative, I developed production-ready adaptations for a wide range of out-of-home and experiential placements, including large-format billboards, digital spectaculars, transit advertising, train wraps, airport takeovers, environmental graphics, and immersive brand activations. Each execution required thoughtful adaptation to preserve the campaign's visual identity while accommodating unique formats, technical specifications, and regional market requirements.

The campaign reached audiences across some of the world's most iconic advertising destinations, including Piccadilly Circus in London, Darling Harbour in Sydney, Yonge-Dundas Square in Toronto, train wraps throughout Mumbai, and a major takeover of Sydney International Airport. These highly visible installations helped transform the series into a global phenomenon, creating memorable fan experiences that blurred the line between entertainment, advertising, and immersive storytelling.

My role focused on creative adaptation, production design, mechanical development, and large-format campaign execution, ensuring every asset maintained the integrity of the original creative while performing successfully across diverse environments and international markets. As part of a talented team of creatives, producers, and strategists, I contributed to award-nominated campaigns that helped redefine how streaming content is marketed and experienced worldwide.

From London's Piccadilly Circus to Mumbai's train networks, Stranger Things became more than a marketing campaign—it became a global audience experience that helped redefine modern entertainment advertising.