Task — Take the global phenomena - Squid Game and turn this into an intense game experience.

Squid Game needed to leap off the screen into the real world.

At Superfly, we won the pitch to produce, create and operate the first immersive squid game gaming experience.

Role — Executive Creative Director. Wrote and directed the pitch creative. Formed a great team of Gigantic Mechanic, Future Colossal, 2 player, Ron Beach Jr to help write, design and create the games for the entire experience. Wrote & directed hundreds of pieces of audio and video content. Directed 20+ Actors. Couldn't have been more hands-on in making it happen.

Squid Game signage on a city building

We created a world within a world.

Guests enter the Night Market where they can hang out, take a drink, shop or enjoy photo moments.

Neon-lit food hall with a giant masked guard sculpture

Pink Squid Mart storefront inside the experience

Merchandise display beneath pink-and-blue lights

Food hall with red lanterns and colourful shopfronts

Neon-lit walkway through the themed food hall

Large Young-hee doll displayed inside the experience

Pink-lit game entrance set into a brick wall

Players are face scanned as they are given a wristband and number.

From there, players enter into the bunk room and are indoctrinated into The Trials.

Pastel corridor lined with numbered doors

Masked guards inside a room of black bunk beds

Along the way there are twists, turns, subterfuge and intense drama.

Players earn points in Memory Steps, Marbles, Harvest Festival, Warships, Red Light Green Light, and a thrilling Egg & Spoon finale.

Rows of beds beneath pink ceiling lights

Round stepping platforms in a playground-themed room

Desks facing a basketball hoop in a pink game room

Green-lit room filled with individual desks

Brightly coloured block seats in a game room

Young-hee doll and guards behind coloured block seats

Masked guards facing visitors inside the game room

Renders

Cutaway concept of the complete Squid Game experience

Cutaway concept of the neon-lit food hall

Concept for a black-and-white prize display

Food hall concept with seating and overhead string lights

Squid Mart storefront concept with pink merchandise displays

Food hall concept with red lanterns and cafe tables

Bar counter concept with colourful signage

Food hall concept with geometric frames and kiosks

Concept for a pastel ticketing and vending area

Young-hee doll concept inside a darkened room

Concept for the game entrance and brick facade

Cutaway concept of a long pastel corridor

Visitors following a masked guard through a pastel corridor

Cutaway concept of a bunk-bed game room

Visitors gathered around guards inside the bunk room

Cutaway concept of a room with coloured block seats

Audience facing a screen above coloured block seats

Cutaway concept of a playground stepping-stone game

Round stepping platforms beneath playground frames

Cutaway concept of the desk-and-basketball game room

Rows of desks facing a basketball hoop

Cutaway concept of a dimly lit barracks

Visitors standing in a warm amber-lit barracks

Cutaway concept of a red-and-black game arena

Viewing area concept facing illuminated game displays

Cutaway concept of an arena with coloured game blocks

Audience surrounding colourful game blocks

Cutaway concept of a circular checkerboard game arena

Visitors and masked guards inside the final game arena

Cutaway concept of an audience room and final arena

The word on the street.