How do you introduce a relatively unknown Korean show to an American audience?

You make it part of pop culture.

Bringing a creepy concept closer to home

To launch Netflix’s new series: Parasyte The Grey, a show about alien bugs taking over human bodies, we brought this creepy concept closer to home. Really close…Inspired by those creepy rats-on-subway videos, we used digital street art to stage a larvae invasion in the New York subway, showing it infecting an unsuspecting sleeping passenger.

This video wasn’t just an ad for a new show, it was social currency. Placing the core element of the show in a real life context, ignited a tidal wave of social conversation and organically expanded Netflix's audience reach for the show.

Record-breaking results

The video went viral and became one of Netflix’s most popular social posts ever. 28 million organic views and a buzzing comment section later, ‘Parasyte: the Grey’ undeniably crawled into people’s feeds.