DAte: 2019
Client: Netflix
Agency: Mirada (trailer Park)
Role: Copywriter / Content Strategist
Project: The Netflix Lobby — A Creative Gateway to Original Stories
Situation: Netflix, one of the world's most innovative technology and storytelling companies, posed a powerful question to the creative studio Mirada: "What do you create when you are tasked with imagining the creative gateway to our brand?" The canvas was a monumental 80-foot wide, 13K LED screen wrapping around their new building's lobby, a space that needed to inspire both employees and visitors from the moment they arrived.
Task: As a creative and writer on the Mirada design team, I was tasked with helping to answer that question. The mission was to develop concepts for the content itself—to transform the lobby from a simple entryway into an immersive experience that tells the original stories of Netflix. The solution had to create a sense of awe and pride, instantly connecting people to the culture-defining worlds Netflix creates.
Action: My core contribution was to develop concepts for how to bring Netflix's beloved intellectual property to life on this unique digital canvas. I helped craft the creative approach of treating the screen not as a television, but as a window into another world.
Conceptualized "Living Paintings": I worked with the design team to write and develop concepts that we called "living paintings." The idea was to create 1:1, real-scale worlds from shows like Stranger Things, Narcos, Orange is the New Black, and Chasing Coral.
Crafted Silent Stories: We faced a unique creative constraint: conveying the feeling and narrative of each IP without the benefit of traditional edits or sound. My work focused on envisioning the subtle, moving elements within these static tableaus that would bring them to life—the eerie drift of particles in the Upside Down, the slow steam rising in a prison mess hall, or the gentle sway of underwater life. This technique was designed to transport the viewer to another place and time.
Result: The installation transformed the Netflix lobby into a breathtaking and celebrated brand experience. Visitors and employees walk through the doors and are immediately transported into the iconic landscapes of their favorite shows. The project was a massive success, achieving the goal of creating a powerful sense of pride and connection to the Netflix brand. The work's creative and technical excellence was formally recognized, winning a Silver CLIO Award in 2019 for Television/Streaming: Brand & Program Identity.
AWARDS
2019 Silver CLIO: Television/Streaming: Brand & Program Identity
