Netflix Arcane

Staging a Legendary Launch

Our launch campaign for animated Netflix series ‘Arcane’ grabbed the world’s attention. But it was also a ‘love letter’ to the fans of PC game ‘League of Legends’. After all, it was their total devotion that helped make the exhilarating transition from gaming platform to TV screen happen.

The Burj Khalifa in Dubai is illuminated at night with vibrant lights and a large projected image of a woman’s face, reminiscent of Netflix Arcane style, surrounded by city skyscrapers and glowing streetlights.
Going large, the campaign kicked off with a 3 min custom film takeover of the World's tallest building.
A red double-decker bus passes by a city street lined with shops and historic buildings; one corner building is covered in blue and gold MetTech signs announcing The Next Chapter, Opening Soon, and a Netflix Arcane poster. Pedestrians walk nearby.
As part of the 3 phase campaign, we launched flagship stores in six global cities, leveraging a key story strand, the advancement of Hex crystal technology.
A decorative, art-deco themed display with glowing blue and gold lights stands in a mall. Large posters promote Netflix Arcane and a QR code is displayed at the center, with mirrors reflecting the surroundings.
Once the first phase hoardings were down, store window went 'live' for three days in advance of the official opening.
Two people snap photos with their phones of a display window featuring a covered object and a decorative sign reading Atlas Advent. The art deco scene glows with blue and purple lights, evoking the vibrant style of Netflix Arcane.
Augmented Reality gave visitors a glimpse of the magical ‘Hextech’ technology.
Two people stand by a brightly lit interactive display featuring a large robotic hand and text reading The Atlas Gauntlet - Take Control Today. One holds a phone, reminiscent of Netflix Arcanes tech-inspired visuals, as they both look at the screen.
Interactive windows gave visitors control of a Hex crystal and Atlas Gauntlet via their Smartphones.
A storefront at night with windows covered in colorful graffiti art inspired by Netflix Arcane, featuring faces, shapes, and bright neon colors. The sign above reads XETECH EXPO and yellow caution tape lines the sidewalk in front.
Moving into phase 3, the stores were seemingly ‘raided’ and the Hextech stolen leading to closure and intense speculation as to the culprit.
A red double-decker bus passes by a busy London street corner, where people walk in front of a building decorated with bright, Netflix Arcane-inspired graffiti-style art on its windows.
Our store 'destruction' progressed with a different visual language and narrative applied to each city, in line with the series narrative and episode drops.
A large mallet labeled “ARCANE” lies on purple fabric amid broken glass, Netflix Arcane event cards, confetti, and a poster, all set against a glowing pink and purple background.
Curated props at each store provided the community with episode Easter Eggs and clues as to the location of the next attack.
A white scooter crashes through a display with yellow DO NOT CROSS tape, broken glass panels, and Netflix Arcane signage in the background, creating a dramatic crime scene exhibit.
The trail of destruction moved through Paris, London, Madrid, Istanbul and Singapore and LA, escalating at every stage.
A street scene at night shows a theater entrance lit with purple and pink lights. Barricades, caution tape, and props block the sidewalk. The marquee reads The Shiny Show, with ornate architecture above—reminiscent of Netflix Arcane’s vivid style.
The culmination in LA saw 'all out' destruction and the revelation of Jinx as the culprit.
Side-by-side posters of Netflix Arcane: the left features the original, while the right is defaced with purple graffiti, burn marks, scribbles, and JINX WAS HERE! scrawled in pink.
The campaign was supported by global OOH and a toolkit for regional activations, social, print and video.
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The Numbers:

The Reactions

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FOUR SOLD-OUT SESSIONS – 9,300 TICKETS SOLD

OVER TWO FLOORS FOR FIRST TIME

250 SUPPLIERS

1,000+ PRODUCTS TO SAMPLE

120 BOOKABLE & DROP-IN ACTIVITIES

NEW FOR 2024… WAITROSE EXPERIENCE ROOM

“Wow, I love it! Take my money.”

Mark Cox, Director European Product Riot Games EUR

“This is so f**king cool.”

Astor18 on Twitter

“Genius marketing.”

Ivanstephend5 on Twitter

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The Reactions

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Related work:

Want to see more ?

Sooo MARVEL-ous

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