Disney+ were looking to create an activation that leveraged existing fans of the beloved Percy Jackson franchise. By driving connection with those ‘in the know’ through a moment that heroed story-driven concepts, the studio sought to amplify social discussion and excitement around the second season launch.
Experience 12 developed on this ask, creating a photo installation that consisted of three detailed Kraken tentacle sculpts, an imagining of the fearsome sea-beasty of the new series, and installed them directly onto the iconic River Thames – placing fans on the water in the middle of the attack!
The installation took up a two day residency around the release day, and was open to press and influencer attendees along with the public. Fans could get up close and personal with the monster, immersing themselves in the show’s lore against the London skyline for the ultimate photo moment, fuelling fans to create their own conversations around the release online.
