Squid Game: The Challenge | Season 2 | Netflix

For Season 2 of Squid Game: The Challenge, I led creative on a range of initiatives designed to generate buzz ahead of launch, attract new viewers, and deepen fan engagement throughout the season.

We began with a custom shoot that would support the new season launches of two Netflix Reality powerhouses, Squid Game: The Challenge and Selling Sunset. Naturally, Selling Squid was born. I concepted and wrote this crossover parody that merged the two fandoms into a single launch moment. The spot featured Chrishell Stause giving fans a luxury-style tour of the Squid Game dorms, and I traveled to London to oversee production on the show's set.

We also worked to expand audiences by creating four custom paid social assets designed to target sports and reality TV fans who weren't already part of the Squid Game fandom. Alongside those efforts, my team and I launched the franchise's first-ever fan vote, giving viewers the power to resurrect an eliminated player for a guaranteed spot in Season 3. Supported by a bespoke design system and campaign rollout across Netflix channels, the initiative attracted more than 500,000 votes.