This is not a fairytale.

Hey! I’m walkin’ through a cavern here!

That’s exactly what New Yorkers said after we turned a city sidewalk into a medieval sidequest. We collaborated with Netflix to create a 20-foot cave that immersed citizens into the dark labyrinthian underground world of their new film Damsel.

With an enraged dragon looming outside and hushed whispers from Millie Bobby Brown heard throughout, our public activation invited everyone – commuters, fans, celebrities at the premiere – to experience the life-or-death situation of “Damsel”.