Stranger Things Rift
Protecting LA from the Upside Down
When a rift opened in Xbox Plaza, the Hawkins National Laboratory field unit teamed up with Xbox to protect LA from the Upside Down. As part of their award winning global rift takeover, Netflix needed a visually stunning immersive activation in Los Angeles, the home of the entertainment industry (and one of Netflix’s largest markets).
We partnered with NVE on an unforgettable experience at Xbox Plaza in LA Live, promoting both the premiere of Stranger Things Season 4 and the coveted X Box Series S console.
The
Experience
Netflix’s global rift activation included stunts at landmarks and city centers in over 14 countries—from projections on the Empire State Building to an installation at Bondi Beach; from Milan to Malaysia. For the Los Angeles activation, they needed more than a spectacle—it needed to incorporate elements of the global campaign as well as promotional opportunities for partner X Box, packaged in a truly interactive experience to spur maximum press and buzz.
Working with NVE, Stories Illuminated created an installation that responded directly to guest input. Brave recruits got a chance to “prove their power” by helping to close the rift in exchange for merch, Xbox Game Passes, Netflix gift-cards, and even the exclusive X Box Series S console.
The
Outcome
One by one, guests followed a series of gestures to focus their energy on the rift, while depth sensing cameras tracked their movement and fed real time data to secondary displays. As guests’ power surged through the space, the installation directly responded—an impact gauge ticked up, lights flickered throughout the plaza, smoke and haze rose from the rift, and vibrations rumbled through the space.
When one super-powerful recruit retrieved an Xbox Series S from the Upside Down, the whole space erupted in chaos, driving video capture and social sharing by everyone in the space.
Results
355M+
Media Reach
The event drew credentialed press, social influencers, and superfans alike.
Grand Clio
Winner
Part of a global activation that took the top prize in the Entertainment Clios.
345
Recruits
The responsive experience provided a unique reaction for every participant.
Credits
Scope of Work
Creative Technology
Design
Global Logistics and Installation
Full productions deployment
Creative Technology
Design
Global Logistics and Installation
Full productions deployment
Creative Technology
Design
Global Logistics and Installation
Full productions deployment
Creative Technology
Design
Global Logistics and Installation
Full productions deployment
Creative Technology
Design
Global Logistics and Installation
Full productions deployment
Creative Technology
Design
Global Logistics and Installation
Full productions deployment