We conceptualized and art directed an immersive installation built around a shipping container ripped open by the Kraken. A video screen revealed the creature’s eye peering through the torn metal, while animatronic tentacles, custom creature sounds and a container that expanded and contracted made it feel like the Kraken was fighting to break free. The spectacle stopped passersby in their tracks, drawing double takes and photo ops, with on-site staff handing out swag to those who stopped by.

To extend the attack beyond the waterfront, we also created a social video styled as a news report covering the Kraken’s rampage, giving the brand another way to bring the idea to life online.