The latest season of Stranger Things was marked by hundreds of brand activations around the world. This presented two challenges: 1) Creating something unique to the brand (McDonald's) and not just about Stranger Things. 2) Taking a local perspective (Portugal) to generate identification with the local public. The solution was to bring in Portugal's two biggest pop culture influencers to see the Upside Down destroy a major Portuguese icon: the 25 de April Bridge.

My Role: CD.