Netflix Is a Joke Fest 2024

Netflix is a Joke Fest returned in 2024 as the largest comedy festival ever—12 days, 500+ shows, 35+ venues, and comedy's biggest names across Los Angeles. The challenge was unifying a massive lineup under one cohesive creative system while evolving the Netflix identity. Our solution drew from the universal language of slapstick: a black-and-white visual foundation layered with irreverent, lo-fi "stickers" that delivered functional information and formed a modular design language. Because they could be endlessly recombined and carry any content, the system scaled effortlessly across formats, placements, and environments.

To anchor the campaign, we partnered with Saturday Night Live photographer Mary Ellen Matthews to create a portrait series inspired by the sticker identity. We built playful visual worlds where stickers could exist anywhere—appearing in wardrobe, environments, and absurd in-frame gags—allowing the photography to remain elevated while fully integrated into the system. Behind-the-scenes footage fueled social content, while the portraits scaled across billboards, transit, building wraps, and unexpected placements citywide, turning Los Angeles into a comedic canvas.

The campaign culminated in experiential moments, including LED drone shows that animated the lineup above the skyline. Across channels, the work generated 531M global impressions (+150% vs. 2022), sold 370,000 tickets, and moved 90%+ of total inventory—proving a cohesive creative platform can scale massively without losing its playful edge.