To launch The Institute, an MGM+ Original Series based on Stephen King’s best-selling novel, we brought the show’s chilling world to life through a two-part campaign:
A red carpet Hollywood premiere at the Culver Theater and Culver Hotel for Prime Video and Amazon MGM Studios, immersing guests in the supernatural horror of the series from the moment they arrived. ✦ Simultaneously, we engineered a bold immersive activation at Citi Field during The Lumineers’ concert, where hundreds of fans encountered a mysterious, interactive vending machine inside a “Telepathy Testing Zone.” Guided by in-character Institute “orderlies,” concertgoers activated their “powers” to win exclusive prizes and gained access to The Lumineers’ title track cover of “Shout” by Tears for Fears. ✦ From spectacle to experiential intrigue, the campaign invited audiences into a world where nothing—and no one—is what it seems.