Brand Integration · 10-Day Campaign
With the release of Stranger Things 5: Tales of '85, Netflix needed more than a marketing push: they needed presence on the platform where their audience spends real time. Roblox.
The window was 10 days: long enough to make a campaign feel substantial, short enough that every minute of player time had to count. The challenge wasn't just to drop a logo into a game. It was to translate the world, the tone, and the unmistakable atmosphere of Stranger Things into something Roblox players would actually want to play, and finish.
We led the creative direction, the experience design, and the live operations across the entire campaign window, from concept through launch through end-of-window data delivery to Netflix's marketing team.
A custom branded environment, scripted set-pieces, original challenges, and IP-faithful character integrations, engineered to feel like Stranger Things, not like an ad pretending to be Stranger Things.
We worked directly with Netflix's brand team and the Stranger Things show creatives to lock visual language, character licenses, and the must-have story beats. Reference packs, environment moodboards, and lore alignment came first, before a single asset was modeled.
Brand integrations live or die on whether players actually finish them. We built a 12-minute story-driven loop with three branching paths, calibrated for Roblox's median session length and reward-pacing expectations.
Once live, we ran daily ops: player sentiment monitoring, hot-fixes, server scaling, and a real-time metrics feed back to Netflix's campaign team. No fire-and-forget. We operated this like the campaign it was.