Stranger Things brought the Upside Down to life in Madrid with an unexpected urban activation that stopped pedestrians in their tracks. Just steps away from Callao, the city’s vibrant cultural hub, Netflix transformed a quiet street into a supernatural spectacle featuring dramatic lighting, projection effects, and the unmistakable presence of the Demogorgon. The result? A cinematic, share-ready moment that spread across social media within minutes.

When the Upside Down breaks into the real world

At the center of the activation stood a large-scale projection of the Demogorgon emerging from the façade of a historic building. Bathed in eerie red and purple hues, the creature appeared to rip through the wall as shadows and lighting interacted with the architecture. It was an illusion crafted to feel unsettling, immersive, and perfectly on-brand for the Stranger Things universe.

As soon as the visual came to life, crowds gathered, filming and photographing the moment. The activation blurred the line between fiction and city life — turning a simple nighttime stroll into a scene straight out of Hawkins.

@labluekombi La fiebre de STRANGER THINGS se vive en Madrid 🩷 Ya tenemos ganas de ver el último capítulo!! ¿Ustedes ya vieron la última temporada?…. Cuéntanos tu teoría o predicción para el final de la serie 🙂 #strangerthings #strangerthings5 #upsidedown #madrid ♬ sonido original - La Blue Kombi

OOH designed for suspense and instant virality

In a landscape filled with digital screens and high-impact visuals, the Stranger Things installation stood out by using simplicity as its strength. One building, one creature, and a carefully choreographed lighting setup were enough to create an atmosphere of suspense that people felt compelled to capture and share.

The execution demonstrates the power of OOH experiential marketing: emotional, unexpected, and irresistibly photogenic. Instead of passively promoting the show, it activated the city — letting fans discover a supernatural moment on their own terms.

A street-level phenomenon near Callao

The choice of location was strategic. Callao is one of Madrid’s most trafficked and culturally active areas, known for premium outdoor advertising and high-volume footfall. By placing the activation nearby, Netflix ensured visibility and encouraged organic foot traffic as curious onlookers arrived to see what was happening.

The moment quickly gained traction online, shared by local community accounts and residents who witnessed the scene. What began as a local surprise grew into a citywide conversation — a clear example of how experiential OOH can amplify storytelling far beyond its physical footprint.

Storytelling that spills beyond the screen

Stranger Things has always excelled at world-building, and this activation pushes that universe into the real world. By letting the Demogorgon appear as though it’s breaking through architecture, the campaign mirrors the show’s own themes: ordinary spaces disrupted by hidden forces.

The reactions — surprise, excitement, laughter, filming — turned a simple projection into a cultural moment. Instead of a billboard that advertises, this was a billboard that participated.