Johnnie Walker × Squid Game Times Square Storyboards

Johnnie Walker x Squid Game in Times Square ft. Lil Dicky

The Challenge

To celebrate the launch of Squid Game Season 2, Johnnie Walker and Netflix planned a live stunt in the heart of Times Square. With thousands of onlookers, live screens broadcasting the action, and talent reveals staged in real time, the concept demanded visuals that could quickly align PR, production, and brand stakeholders. The campaign needed storyboards that were cinematic, precise, and flexible enough to sell the idea through to clients while guiding execution on the ground.

The Approach

Working with Hunter PR and Plural.co, we created a series of detailed storyboards and shot breakdowns that mapped out every beat of the activation.

Each frame captured the drama of the live stunt, from the Recruiter’s arrival on the TKTS stairs to the surprise reveal of Squid Game tracksuits.
Storyboards showed how street team interactions and Red Light, Green Light gameplay would translate to the giant Times Square billboards.
Multiple versions (V1–V3) were produced on a fast timeline, ensuring client feedback was quickly visualized and refined.
Branding was integrated seamlessly, with the Johnnie Walker Striding Man appearing within the Squid Game world.

The Outcome

The final boards became the blueprint for one of New York City’s most memorable stunts. The Times Square takeover was captured across global media, with coverage in Forbes, AdAge, and EventMarketer, and amplified on Instagram, TikTok, and YouTube.

The activation formed part of Netflix’s worldwide Squid Game Season 2 launch campaign, which went on to win a Silver Lion at Cannes Lions 2025 (Media Lions). Our work helped shape a live experience that matched the scale and spectacle of the show itself — and ensured the story played out exactly as envisioned.