Ahead of the Halloween 2017 release of Stranger Things Season 2, Netflix needed a standout creative activation to remind existing fans why they loved the show — and intrigue new viewers to join the phenomenon.
We set out to transport commuters into the eerie, nostalgic world of Hawkins, Indiana, through a complete takeover of Oxford Circus Underground station. The creative concept centred on “The Upside Down” — a fan-favourite visual device that instantly resonated with superfans while sparking curiosity among passers-by unfamiliar with the show.
The approach was anchored in cultural relevance: leaning into the viral “Find Barb” movement, embracing the show’s 80s aesthetic, and creating a striking visual contrast between the everyday commute and the show’s unsettling alternate reality.
As part of the agency team, I co-led early ideation, running creative brainstorm sessions to generate activation concepts. I then produced detailed A3 illustrations of the strongest ideas, ensuring our client pitch was both strategically compelling and visually impactful.
The chosen execution transformed Oxford Circus into “The Upside Down” with floor-to-ceiling wall wraps, altered station signage, and large-format digital screens displaying atmospheric scenes from the show. This was designed for high dwell time and maximum visual disruption during peak commuting hours.
The activation aligned seamlessly with Topshop’s concurrent Stranger Things retail transformation at their flagship store outside Oxford Circus, creating a connected physical experience for fans to step directly from the Underground into Hawkins itself.
Although the OOH execution was static in format, it was amplified through earned media and user-generated content. Passers-by photographed and shared the takeover organically, with coverage in The Drum, NME, and multiple entertainment news outlets, extending the reach far beyond the station itself.
Results & Impact
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Thousands of daily impressions from high-footfall Oxford Circus commuters.
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Extensive earned media coverage in major cultural publications.
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Social amplification via organic shares from fans and curious onlookers.
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Deepened Netflix’s reputation for bold, cinematic OOH activations.
This project reinforced my belief in the power of location-specific storytelling in OOH — when the creative concept is truly site-driven, the environment becomes an active part of the narrative. It also demonstrated how strong visualisation during the pitching stage can be pivotal in securing ambitious, culturally resonant ideas.
Chris Hallam 
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