Netflix Bird Box case study: turning a hit film into an immersive experience.
The challenge:
Bringing a dystopian world into the real one.
To promote Netflix’s breakout film Bird Box, the goal was to give audiences a visceral glimpse into its unsettling, post-apocalyptic world. Rather than relying on traditional trailers or key art, Netflix wanted an immersive marketing activation that would place participants directly inside the story. Partnering with experiential agency MC2, Netflix set out to transform everyday transit into a cinematic experience that could travel through Los Angeles and Austin, while still delivering clear narrative beats, tension, and authenticity from the film.
Our solution:
Immersive AV storytelling on the move.
Evolution was brought on to concept, design, and produce the full suite of immersive AV content featured throughout the Bird Box buses. Our team created a layered narrative experience that unfolded as passengers moved through the space. This included a looping post-apocalyptic news cycle depicting societal collapse, security camera feeds revealing key plot elements, and timed scare animations that heightened tension and reinforced the film’s tone.
Beyond the activation itself, we returned to capture participant reactions and stories, producing additional promotional content for social and digital channels. This extended the life of the experience and amplified its reach well beyond the physical buses.
The result:
A viral experiential campaign with lasting impact.
The Bird Box buses successfully transported thousands of participants into the film’s world, delivering a memorable, shareable experience that fueled conversation both on-site and online. The activation became a standout example of experiential entertainment marketing, blending storytelling, technology, and audience engagement. By pairing immersive design with cinematic AV execution, Evolution helped Netflix turn Bird Box into more than a film release—it became a cultural moment that invited audiences to step inside the story, blindfolds and all.
Client: Netflix
Agency: MC2
Creative Director: Richard Sears
Production & Post: Evolution
Editorial and Design: Jeremy Poindexter
