Stranger Things: The Experience

Role: Creative Lead, Marketing

Company: Netflix

Challenge: Redefine how immersive entertainment experiences are marketed. Competing offerings relied on generic, commercial-grade stock aesthetics that felt disconnected from the IP's cultural weight. The mandate: create campaign creative that was elevated and culturally credible while remaining accessible enough to drive ticket conversions among a broad consumer base. All creative needed to satisfy both Netflix's brand standards and the high expectations of the Stranger Things franchise creators and showrunners.

Creative Leadership & Approach: Established a creative paradigm that treated the experience as a cultural event rather than a commercial attraction. Directed a team to craft visual storytelling that honored the show's iconic 80s nostalgia while modernizing the approach for contemporary audiences. Balanced high-concept creative ambition with conversion-focused clarity — ensuring the work performed in paid media while earning organic cultural conversation.

Deliverables:

• Experience-specific brand identity & visual system

• Campaign platform & multi-phase go-to-market strategy

• Photography creative direction (set builds, talent direction, lifestyle)

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

• Digital & social asset suites (static, motion, Stories, Reels/TikTok formats)

• Website UX/UI design direction

• OOH creative direction (transit, billboard, wild postings)

• Email marketing creative systems

• Ticketing platform creative integration

• Asset QC & brand compliance oversight across all touchpoints

• Franchise stakeholder presentation decks

• Copy & narrative development

• Influencer/partner creative toolkits