Chupa Chups × Stranger Things

The challenge

Chupa Chups launched a Stranger Things range ahead of the final season: two share bags, nine flavours between them. Five in the right-side-up pack, four in the Upside Down one.

The brief was to show off both bags, each in its own world.

The idea

Films that flip between the two worlds, one bag in each.

The work

We made four films, about fifteen seconds each, for Chupa Chups markets around the world to use in their own campaigns.

The whole range is built on two worlds, which is why the films are full of transitions. Each flip between the normal world and the Upside Down shows off both bags.

The supermarket one is shot POV from a camera on a helmet, glitching between a normal aisle and the same aisle gone wrong. You see both bags in one walk. We built the set from scratch over three days, fake labels and all.

Right side up

Same aisle, Upside Down

Shooting the living room flip

In Eleven's powers, both worlds are in the same shot, with packs floating up before the lights blip and they crash open. Telekinesis is Upside Down only, a wrapper opening by itself, which also shows off the easy-open packaging. In the living room one, someone settles in to watch the show, looks away, and by the time they look back the room has flipped. Then something jumps out. That one was made to be sent to a mate.

Every film was worked out frame by frame before we shot it.

Storyboard

The supermarket

Storyboard

Eleven's powers

Storyboard

Telekinesis

Storyboard

The living room

I storyboarded them, filmed them, edited all four, and did the sound design.

I also shot two TikToks at the Thorpe Park activation during their Fright Night press event, one following someone through a maze and one a montage of the whole thing.

The results

The whole Stranger Things campaign did 19M+ organic impressions and 16% organic engagement, and the brand went viral over twenty-two times across the year.

The films went out in a global toolkit that local teams used to build their own campaigns.