Rather than relying on the attraction alone to carry interest, we designed and produced a run of original physical activations that extended the experience out into the real world.

Changing of the Squid Guards took the show’s most recognisable imagery and built it as a live installation in Trafalgar Square — full guard houses staged in one of London’s most-trafficked public spaces, developed from consumer research into what would stop people in their tracks. It ran as a live, public-facing piece of theatre in its own right.

Science of Squid Game pushed us further into experiential production, integrating ECG biometric technology into the experience so participants’ real-time stress responses became part of the story — turning a psychological hook from the show into something visitors could physically feel and measure.

Alongside the activations, we produced and hosted in-depth, hands-on visits to the live experience for 12 journalists, giving them the full build and experience firsthand rather than a press pack.

Our production work translated directly into strong earned coverage: Changing of the Squid Guards was picked up by ITV’s This Morning, Daily Star and Secret London; Science of Squid Game earned an exclusive Daily Mail feature and the hosted visits, including Daily Star and The Mirror, produced the depth of reviews that firsthand access makes possible.