With the advent of the pandemic, Netflix was forced to postpone many major shoots, including pop-culture sensation, Stranger Things. In the interim, our team was tasked with creating a small campaign promoting Stranger Things apparel ahead of their much-anticipated "Stranger Things Day" celebration on November 6, 2021, and also to keep the buzz alive while the world waited for Season 4.

Netflix challenged us to design the campaign completely agnostic from any particular season's established design style, while only being able to use existing assets. We also only had access to a select, few pieces of Season 4 editorial messaging that Netflix wanted us to work with. These hurdles actually proved to be fun and interesting considering it became more like a fan art exploration than a series of ads. Our team came up with 6 different concepts to be used up until promotional material for Season 4 was ready. The concept I took on was inspired purely by "the Void," a place where the natural laws of physics are warped; time and space bend and ripple as freely as water, and the distance between Eleven and others disappears as she is able to use her telekinetic powers without constraints. 

"Stare into the void, and the void is for sure gonna stare back, warping everything in sight. What’s solid is liquid, what’s liquid is smoke, what’s up is down, and... you know the rest..."

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To evoke the sense reality warping and twisting in the void, imagery of water ripples, vapors, and screen effects were used to their full extent. Distorted graphics and warped text were a key element, while characters appear to bend in and out of view.