The brief was to create a scary immersive experience for a fright-loving teen audience, which would act as the foundation for a wider integrated Halloween campaign.

Working with a team of designers, fabricators and actors, we created an interactive theatrical Pop-Up experience with a show within a show.

It was awarded a gold for Best Immersive Activation at The Kinsale Sharks awards festival.

Designed to disarm the audience with a host of intentionally not at all scary, but perfectly instagramable interactive exhibits to drive social impressions. Only at the end were they led into the hidden, and totally scarifying main experience.

Travelling across four pop-up locations over the weekends of October, we had 8,500+ visitors and 10M impressions for the overall Halloween campaign.

During dress rehearsals we also shot an online trailer that went out to advertise the event:


Client: Fanta

Agency: MediaCom

Creative directors: Adam Parry & Noel Drew

Trailer Director: Adam Parry

Production Company: The Mill

Fabricators: Made Workshop