Squid Game S2 - “Official Teaser”

The return of Netflix’s most iconic series

This piece marked the highly anticipated return of Squid Game to streaming, and had to live up to the incredible hype that was already built around it.

We had a lot of spoiler restrictions and limitations to navigate, as the IP was considered so high-security we were only given the first few episodes to use until much later in the campaign.

Our strategy was to use copy to establish the motivations of the main character with a sort of tantalizing vagueness that kept fans guessing as to what exactly we meant.

Visually, our concept was to lean into this season’s theme of choice by incorporating repeating shots of players pressing the X and O voting buttons - establishing the brutal player politics that would drive this season forward.

This piece, while only the first part of a truly massive campaign, was a monumental success. Earning over 10 million views in the first 24 hours, it’s safe to say the community had never been more excited to see more.