NETFLIX_STRANGER THINGS GLOBAL ASSET PACK + JUNKET

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Role: Creative Director, Design Director

Scope: Global experiential system, experiential storytelling, large-scale immersive execution

Agency: ROCK+PAPER

Asset Pack Team:
Lead Designer: Leah Bradley, Senior Graphic Designer: Ryan Leegate, 3D Design Support: Claire Bussell, Junior Graphic Design Support: Jacob Alexander

Junket Team:
Lead Designer: Leah Bradley, Senior Graphic Designer: Ryan Leegate, 3D Design Support: Ayla London, Junior Graphic Design Support: Jacob Alexander, Design Production Support: Danielle Zieter, Prop Stylist: Elizabeth Bailey

Executive Producer: Lindsey McMorris, Lead Producer: Robert Kessler

Photography: ShotbyStas

Led creative and design leadership across two connected Stranger Things projects for Netflix: the development of a global experiential asset pack, followed by a fully immersive press junket awarded as a direct result of the asset pack’s success.

PART 1

Global Experiential Asset Pack

Led the development of a global experiential asset pack for Stranger Things, designed as a scalable system to enable consistent, high-impact executions across markets worldwide.

Selected Responsibilities & Impact

Led creative vision and experiential design for the Stranger Things Global Asset Pack, conceived for worldwide deployment by partner agencies
Built and led a three-person design team, directing concept development, design rounds, and approvals
Served as primary creative and client lead, managing timelines, vendors, and the full project budget
Designed a comprehensive experiential system (effectively a brand identity book for physical environments) enabling consistent execution globally without direct creative oversight
Hired and managed external vendors to develop detailed how-to guides supporting global rollout, including standardized approaches for signature elements such as the Stranger Things vines. Worked with original show set designers.
Asset pack deployed across global markets including Los Angeles, London, Berlin, Tokyo, South Africa, Indonesia, Amsterdam, Italy, Sweden, Turkey, Brazil, and Saudi Arabia and more.

VIEW VISUALS HERE (PASSWORLD PROTECTED)

PART 2

Immersive Press Junket
Four Seasons Hotel

Awarded a second project based on the strength and success of the global asset pack: one of Netflix’s first fully immersive Stranger Things press junkets.

Selected Responsibilities & Impact

Led creative vision and experiential design for a fully immersive press environment
Built and led a multidisciplinary creative team spanning design, technical direction, 3D, props, and graphic design
Led the project from concept through execution, leveraging deep brand knowledge to ensure authenticity to the Stranger Things world
Played a major role in shaping client conversations around design approach, feasibility, and budget, in close collaboration with production leadership
Directed spatial storytelling and execution across a complex, fast-moving build with multiple parallel workstreams
Transformed the 14th floor of the Four Seasons Hotel into a cohesive, narrative-driven Stranger Things environment that fully immersed guests in the series

*all images featured here are from the Four Seasons takeover official press junket

^ Entry lobby view as guests come off elevator

^ Noah Schnapp capturing content at the junket

^ View through a rift, designed as a threshold into the experience

^ View down hallway of The Four Seasons Hotel

^ Hotel room transformed into the interior of WSQK Radio station

^ Photo booth with branded printable takeaways

^ Highly curated props to give an authentic feel

^ Hotel room was transformed into the iconic Christmas light scene from Season 1

^ Four Seasons Suite converted into a retro reception inspired by the decor of the WSQK radio station featured in Season 5

^ A behind-the-scenes look at the junket interview rooms

^ A behind-the-scenes look at the junket interview rooms

^ A behind-the-scenes look at the junket interview rooms

^ Guest reaction as they came off of the elevator

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