3.Netflix - The Sea Beast
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We’re gonna need a bigger boat...

➠ // EXPERIENTIAL/STUNT/MOVIE PREMIERE
Agency: The Many

We launched a giant monster movie by launching a giant monster into the Pacific Ocean.

Press ︎ Westside Current - Shacked - Looper ︎

What Went Down //

For the launch of the animated film The Sea Beast on Netflix, we wanted Angelenos to imagine: What if Sea Beasts were real?

...And if the pirate’s wooden warning signs up and down Venice and Santa Monica Beach didn’t first catch beach goers attention — a giant 50ft long 8ft tall bright purple crab claw outside the Venice Skatepark became impossible for anyone to ignore.

Three times the size of it’s neighboring lifeguard tower, surfers, dog walkers, skateboarders, sun seekers and tourists hitting the boardwalk couldn’t miss the fantastical installation, seemingly ripped from what must have been a giant sea monster, and heaved back onto sand. What could have created such a scene? For three days, we let the city wonder before debuting a second sea monster — a 40ft tall head of “Big Red” swimming up and down the LA coast from Santa Monica to venice and back ..... eyeing her giant crustacean nemesis.

The wooden signs up and down and beach gave anyone passing by a chance to watch a bespoke trailer featuring these two beasts squaring off in the film before the film officially launched.

Activation NOW ATTACKING LA^⬇
Over the 4th of July holiday week, land lovin’ Angelenos stumbled upon a massive 50ft x 9ft purple crab claw. “What could have done this!?”, the holiday crowd wondered in awe .... The next day, they found their bright red 35ft x 25 ft answer swimming up and down the LA coast.

People swarmed the activation all week, uncovering the movie by scanning teaser trailer laden QR codes on custom hazard signs, interacting with onsite rowdy pirates from the film, viewing content from some big influencers, and mayyyyyybe even landing an impossible flip (or two) on the claw.

Scanning our custom signage all over the beach and pier brought up special custom trailers for the movie. It was really fun seeing the "This is a Netflix movie!!" lightbulb moment happen in real time while getting sunburned.

Even the skies were warning LA of the larger than life sea beast sightings... (Dream deliverable ✅)

The director Chris Williams (Moana / Big Hero 6) loved the stunt and shared out many of photos we sent him!

After the experience went viral, the film gained serious traction and conquered the coveted global #1 spot against all odds the week it went live. Later, it became the highest streamed animated film launch in Netflix history.

My partner Tune and I giving out some Sea Beast swag.

WE CAME, WE SAW, WE TOUCHED A GIANT CLAW. Tune & I getting pinched.

Made with ︎︎︎︎︎ GCD: Josh Paialli ACD: Frank Garguilo ACD: Jeff Tune AD: Harper Biwen CW: Bryce Pangman