Netflix’s biggest Nordic event of the year. Fieldwork produced the Squid Game 2 launch in Copenhagen with 150 top celebrities & press immersed in iconic moments, stunts & creative teasers for season 2
The objective was clear – create maximum press & PR buzz for Squid Game Season 2. Netflix needed a bold, innovative concept to capture attention & generate organic coverage. Our idea was a challenge for NETFLIX – drop the traditional screening method & transform Copenhagen into an exclusive Squid Game universe where 150 of Denmark’s most influential press, PR voices & influencers became players. We invited guests to experience this universe in a different way from the usual. Every element was designed to serve storytelling & spark headlines, from nostalgic recreations of iconic season 1 moments to teasers hinting at season 2. Interactive zones, press walls, & games like Ddjaki & marbles made for press-ready visuals. Guests were empowered to document, create & share their journey amplifying the experience across outlets & social feeds. The result was more than an event—it was a cultural moment that created authentic content & generated national press.
We challenged Netflix to go beyond their initial idea & create something unforgettable: a Squid Game where influencers became the players. The creative spark was to flip perspective—guests didn’t watch, they became part of the installation. From the moment they were blindfolded & led by eerie soundscapes, their senses were heightened & imaginations engaged. Each zone was crafted to drive interaction & shareable content: the thrill of coffin boxes with tracksuits, the wonder of stepping into that iconic 3D staircase & nostalgia of marbles & Dalgona cookie games. Guards brought tension & theatre, while dynamic lighting, sound & voice overs gave each zone its own mood—playful & unsettling. The climax was a 45m Red Light, Green Light arena with a 4m doll, countdown clock, referees & a scoreboard updating player photos in real time. What made it powerful wasn’t scale but emotion—guests felt immersed in the game, connected by thrill & compelled to share the story.
