Squid Games Experience | Netflix

I led creative development for the launch of Squid Game: The Trials, Netflix's first real-world Squid Game experience. From brand strategy and campaign concepting through key art, OOH, social, digital, and environmental design, I helped create a visual identity that differentiated the experience from the original series, the reality competition, and other Squid Game extensions while communicating a simple promise: this time, you're the player.

The launch proved so successful that the experience expanded to New York City, where I adapted the campaign into a large-scale building wrap and developed additional environmental artwork and photo opportunities for fans waiting in line.