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WHAT
Netflix’s record-breaking international hit was returning with a gruesome, new season.
Our job was to make it unmissable. While the show’s iconic visuals did the heavy lifting, we tapped into Saudi culture and everyday habits to orchestrate a country-wide takeover, reaching both tuned-in audiences and never-before-activated locations, placing the show at the heart of the buzz.
WHO
CCO: Ash Chagla
CD: Andre Marchesi, Nicolas Garcia
Senior Art Director: Me
Senior Copywriter: Isha Sharma
Photographer: Thiago Neves
Cinematographer: Sajjad Subairkannu
AND
As part of Netflix's global rollout with Founders agency, the campaign earned a Silver in Entertainment Media at Cannes Lions 2025.
The AlUla photographs were also featured in Lürzer’s Archive.
2 Shortlists - Loeries
Content creators kicked things off, the locals caught the action, and the internet devoured it.
An extended country-wide takeover campaign.
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