Squid Game: The Experience

Role: Creative Lead, Marketing — Netflix Experiences

Company: Netflix

Challenge: Launch the marketing for a real-world immersive experience based on one of Netflix's most culturally explosive global phenomena. The creative needed to navigate the delicate balance of translating a dystopian, high-stakes visual universe into compelling marketing without slipping into tone-death commercialism. Required building campaign systems that could scale across international markets while preserving the IP's distinctive Korean aesthetic and global cultural resonance.

Creative Leadership & Approach: Led creative development for a franchise where visual language was already iconic and deeply codified. Directed the team to extend the show's established aesthetic into experiential marketing that felt native to the IP rather than promotional. Built scalable creative systems that maintained brand integrity across dozens of international markets and media channels.

Deliverables:

• Experience-specific brand identity & visual adaptation system

• Campaign platform & global go-to-market creative strategy

• Photography creative direction (immersive set photography, talent casting)

• Video creative direction (trailers, social content, digital pre-roll)

• Digital & social asset suites (global localization toolkits)

• Website UX/UI design direction

• OOH creative direction (transit, billboard, urban takeovers)

• Email marketing creative systems

• Ticketing platform creative integration

• Asset QC & brand compliance oversight

• Global market localization creative guidelines

• Franchise stakeholder presentation decks

• Copy & narrative development