Empire Strange Building required incredible worlds-first media partnerships by Giant Spoon and technical feats by superduper partners Superbien —and a ground game that included rooftop VIP viewing, a synced audio takeover of Flatiron plaza, and atmospheric bus takeovers and roaming brand ambassadors that extended far beyond the events themselves.

The NYC program then became the template for dozens of activations led by additional production partners around the world, from Bondi Beach in Sydney, Australia, to the Guggenheim Bilbao in País Vasco, Spain. Everywhere, the Upside Down began leaking into our world under the massive coordinated effort.