“A New Way to Get People’s Attention” — Cosmopolitan
For the launch of Netflix's Lupin Season 3, we created a series of activations inspired by the show's main character, a thief who always slips away, leaving no trace.
One of them is Lupin On The Move, a poster campaign for the show in which Lupin is missing most of the time—running away from the public as he does with the police on the show. The lucky few who captured him got access to exclusive content.
Role: Group Creative Director
The other one is The Incognito Trailer, a seemingly normal website to announce the series' return. Still, it held a secret: a uniquely designed code that utilized the Incognito feature in a completely new way. Just like Lupin, fans had to go incognito—meaning, they needed to switch to the Incognito mode so the website would completely transform, revealing what fans wanted most: Lupin’s official trailer.