about
We created a fully in-universe campaign to launch Stranger Things’ first digital recreation of Hawkins, developed in collaboration with Netflix and Microsoft Flight Simulator to introduce new downloadable content for the game.
Disguised as a travel agency, the campaign spanned film, social, call lines, a dedicated website and live experiences. Fans received coded messages from Murray himself, inviting them to take to the sky and fly in-game missions to help save Hawkins from being turned upside down for good.
I worked closely with the Design Director on the campaign identity and led the website from end to end. Designed with 1980s references, the site supported the wider campaign by guiding fans toward playing the game, offering Game Pass trials and a sweepstake to win Hawkins Heli-Tours merch.
credits
Creative Agency
Boo Agency
Creative Director
Izaak Flanders
Senior Creative
Iain Littlemore
Design Director
George Allen
Designer
Paris Scott
Motion Designer
Amelia Potter
Editor
John Bird
This was a collaboration between Microsoft Flight Simulator and Netflix’s Stranger Things, so the identity needed to feel natural to both worlds. We looked back through Microsoft Flight Simulator’s archives and used a retro logo to tie the look back to the show’s 1980s setting.
Before rolling out the campaign, we created a clear set of guidelines to define how the identity would work across formats and teams. This conceptual key visual was one of the first expressions of that system, setting the tone for how the identity showed up across digital, print and live environments. While I didn’t create the campaign film, it’s included below to give context to the wider idea and tone.
The campaign film featured hidden messages directing fans worldwide to call a local Indiana number, where Murray himself directed them to an authentic 1980s CompuServe-style site using the code word “Sky Arrow.” I led the full website design in collaboration with the .com team, creating an experience that guided fans into the game. It featured mission briefings, Xbox Game Pass trial offers, and a sweepstake to win Hawkins Heli-Tours merch. The site was designed to encourage fans to dive in and complete missions in-game.
The identity extended into physical merchandise, giving the campaign a tangible presence beyond the screen. Hawkins Heli-Tours merch was available through the site and at live events. The same system was also applied to live activations, including a Times Square takeover shown below, created by the wider team at Boo Agency.