Press conferences are predictable.
Slate announcements even more so. When Netflix needed to announce their new titles for 2023 in a landscape where every streaming platform was fighting for attention, we asked ourselves: what if instead of telling the press about new content, we let them experience it?
Unboxing Netflix transformed the traditional slate announcement into an interactive museum—eight immersive rooms, each one a portal into a different content category.
A Korean street corner revealed upcoming K-dramas. A corridor wallpapered with newspaper clippings housed true crime documentaries. A room filled with telephones connected visitors to pre-recorded messages from international talent across different cities. A sports bar celebrated football, Formula 1, and sports documentaries.
The concept was simple but powerful: when you open Netflix, you step into the unknown. Our event made that feeling physical. No slides. No presentations. Just pure discovery—the same way audiences experience Netflix at home, but amplified through space, design, and storytelling.
Because in a world where everyone's fighting for attention, the brands that win are the ones that give people something worth remembering.