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Experiential & Brand Worlds

Bird Box

A moving billboard outside. A safe house from the film inside.

My role

Executive Creative Director, MC² Experiential Studio. I developed the concept with Senior Creative Producer Melissa Beery after we read the script and Josh Malerman’s novel.

The decision

We paired a promotional double-decker bus with a hidden safe-house experience. The outside advertised the film; inside, visitors stepped into its story.

The constraint

Netflix’s brief called for a moving, location-based billboard. The experience had to work inside a vehicle. We recreated the safe house, covering its windows with newspaper and using blindfolded entry before a short sequence of scares.

Delivery and collaborators

With Melissa Beery and the MC² team, I helped turn the bus interior into the film’s safe house. Evolution handled production and post, including fictional news broadcasts, security feeds and triggered scare content. Jeremy Poindexter is credited for editorial and design.

Published scale

MC² reports six Los Angeles locations followed by Austin, with thousands of visitors over a little more than 30 days. Those are campaign figures reported by the agency, not the film’s streaming audience.

Sources: MC² project report · Evolution production credits

Selected films. Watch on YouTube opens in a new tab.

Experience film

Bird Box Experience: digital contentBird Box Experience: digital contentWatch ↗
2019 Award | Best Vehicle-Based Campaign
2019 Award | Best Vehicle-Based Campaign
A cozy room with red upholstered seats along the walls. In the center, there is a birdcage with a small bird. The walls display newspaper-style posters, and two large screens in the back show the Netflix logo.
Group of nine people standing in front of a Netflix film bus promoting 'Blind Box' with a large poster of two children blindfolded.
Group of people sitting in two rows with blindfolds on, engaging in an activity in a room with posters and tablets on tables.
People standing and waiting in line outside a bus with the words "Sandra Bullock" and promotional posters on the side, with palm trees and a park in the background.
Group of people standing inside a dimly lit room, looking at display boards, with one person pointing at them. There is a birdcage with four small birds on a table in the foreground.
People standing outside next to a black bus with a large advertisement, with some of them blindfolded using blue cloths during daytime.
A group of people from diverse backgrounds sitting in a dimly lit room, some with headbands, watching a bird in a cage placed on a small table in front of them. The room has colorful screens and posters on the walls.
Promotional vehicle wrap for the Netflix film "Bird Box" featuring a close-up of a woman's face with her eyes covered by a cloth, held by a hand, with trees in the background.

What world
comes next?

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Richard Sears © 2026