Chupa Chups × Stranger Things

The challenge

Chupa Chups launched a Stranger Things range ahead of the final season: two share bags, nine flavours between them. Five in the right-side-up pack, four in the Upside Down one.

The job for my part of it was to show off both bags.

The idea

Two bags, two worlds, and films that flip between them.

The work

Four films, roughly fifteen seconds each, built as the asset bank every Chupa Chups market worldwide would activate from.

If the range is built on two worlds, the edit has to travel between them. That's why the films are full of transitions. They aren't a style choice, they're the product demo. Every flip between the normal world and the Upside Down is the range being shown.

The supermarket. Shot POV on a helmet-mounted camera, glitching back and forth between an ordinary aisle and the same aisle gone wrong. Both bags, one walk. We built the set from scratch over three days, fake labels and all.

Eleven's powers. Both worlds in the same shot, packs floating up before the lights blip and they crash open. Telekinesis, Upside Down only, a wrapper opening on its own, which also quietly does the easy-open packaging job. And the living room: someone settles in to watch the show, glances away, and the world has flipped by the time they look back. Then something jumps out. Built to be sent to a mate.

Each film worked out frame by frame before we shot it.

I storyboarded them, filmed them, edited all four, and did the sound design.

We also shot two TikToks at the Thorpe Park activation during their Fright Night press event: one following someone through a maze, one a montage of the whole thing.

The results

19M+ organic impressions. 16% organic engagement. The brand went viral over twenty-two times across the year.

The films went out as part of a global toolkit, the asset bank local teams everywhere built their own activations from.