Case Study · Entertainment

Netflix × TfL — Stranger Things

Turned Oxford Circus into The Upside Down — and earned coverage in The Drum & NME.

The Challenge

Re-light a phenomenon

Ahead of the Halloween release of Stranger Things Season 2, Netflix needed a standout activation: remind existing fans why they fell for the show, and intrigue newcomers enough to start. The objective was cultural impact and reach — the kind of moment people photograph and share — measured in earned media, not ROAS.

The Audience

Superfans and the curious

Two audiences shared one space: the platform of a London Underground station at rush hour.

The Idea

Make the station the story

A complete takeover of Oxford Circus Underground station, transformed into The Upside Down. Floor-to-ceiling wall wraps, altered station signage, and large-format digital screens playing atmospheric scenes — designed for high dwell time and maximum disruption at peak hours. It synced with Topshop’s concurrent Stranger Things takeover at the flagship above, so fans stepped straight from the Underground into Hawkins. The angles that made it land: a site-driven concept where the environment is the story; 80s nostalgia and “Find Barb” cultural hooks; and the stark contrast of the ordinary commute turning strange.

My Role

From brainstorm to pitch-winning scamps

As part of the agency team, I co-led early ideation, running the brainstorm sessions that generated the activation concepts. I then produced detailed A3 illustrations of the strongest ideas, so the client pitch was both strategically sharp and visually undeniable. The format was static OOH, but it was built to travel — commuters photographed and shared it, extending reach far beyond the station.