To celebrate the launch of the second season of Squid Game, Netflix partnered with Johnnie Walker to create a limited edition bottle featuring an assortment of numbers between 001-456. We were tasked with creating the global campaign strategy, creative, activation ideas and retail concepts.

'Pick Your Player' acted as the campaign messaging, inviting audiences to suit up and participate in the games in their own unique way. It’s a call to action—encouraging people to keep moving forward, keep creating, keep challenging themselves, and, most importantly, to keep playing. Our goal was to create striking visuals that transport you into the enigmatic realm of Squid Game with bold, uplifting energy. It embodies hope, optimism, and a sense of empowerment, capturing the spirit of the game in a way that inspires and excites.

We developed the initial concept artwork, which was transformed into dynamic 3D visuals. These visuals were featured as both audio-visual elements and key artwork across multiple platforms and locations worldwide, including a prominent launch event in Times Square. We collaborated with key partners to bring retail spaces and packaging designs to life, ensuring a seamless integration of the brand's vision into both physical environments and product presentation.

Creative Strategy, Creative Direction, Campaign Creative, Global Toolkit, Activation Design, Retail Concepts, Gifting Concepts