ALL THE THINGS
ALL THE TIME
GRIFFIN CUMELLA
The Final Ride
The Final Ride
Squid Game Season 3 x Lyft
Squid Game Season 3 x Lyft
strategy
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overview
Squid Game Season 3
takes full control of NYC.
And wakes the city
that never sleeps.
Squid Game Season 3
takes full control of NYC.
And wakes the city
that never sleeps.
Griffin Cumella
Insight:
New Yorkers are trained to keep their eyes averted, so we built the Game in blind spots.
Intent:
Launch a city-wide ARG to promote Squid Game season 3
Strategy:
Squid Game steps off the screen and into New York. In partnership with Lyft, we turned Manhattan into a living system, where the city itself became the game board
and the rules hid in plain sight.
Roles:
Front Man, Creative Direction, Strategy, Art Direction
Tools:
Freepik AI, Illustration, Adobe Illustrator, Adobe Premiere Pro
Squid Game Season 3
takes full control of NYC.
And wakes the city that never sleeps.
griffin cumella
insight:
New Yorkers are trained to
keep their eyes averted.
intent:
Launch Squid Game season 3 through a city-wide ARG
strategy:
Squid Game steps off the screen and into New York.
In partnership with Lyft, we turned Manhattan into a living system, where the city itself became the game board and the rules hid in plain sight.
roles:
Front Man, Creative Director
Strategy, Art Direction
tools:
Freepik AI, Illustration,
Adobe Illustrator,
Adobe Premiere pro
ooh saturation
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phase 1
ooh saturation
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phase 1
Shadow Operation
Shadow Operation
the front man's broadcast
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phase 2
If you are in New York
If you are in
New York
You're Already Playing
You're
Already
Playing
lyft is your way to play
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phase 2
lyft is your way to play
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phase 2
lyft is your way to play
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phase 2
lyft is your way to play
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phase 2
the broadcast
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phase 2
the broadcast
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phase 2
The role of Lyft
Riders opt in to participate. During the play window, every qualifying Lyft ride in NYC enters you into a live lottery — the next trip could be the final ride..
The role of Lyft
Riders opt in to participate. During the play window, every qualifying Lyft ride enters you into a live lottery — the next trip could be the final ride..
The role of Lyft
Riders opt in to participate. During the play window, every qualifying Lyft ride enters you into a live lottery — the next trip could be the final ride..
The role of Lyft
Riders opt in to participate. During the play window, every qualifying Lyft ride enters you into a live lottery — the next trip could be the final ride..
The role of Lyft
Riders opt in to participate. During the play window, every qualifying Lyft ride enters you into a live lottery — the next trip could be the final ride..
the final ride sweepstakes
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phase 3
the final ride sweepstakes
phase 3
the final ride sweepstakes
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phase 3
the final ride sweepstakes
phase 3
The Final Ride Sweepstakes
The Final Ride Sweepstakes
RIDE
RIDE
RIDE
RIDE
Players who have been selected for The Final Ride can accept the promotion and be escorted by a squid game Lyft driver.
RIDE
RIDE
RIDE
Once picked up, riders will be escorted by pink workers to Squid Game: The Experience NYC.
RIDE
RIDE
RIDE
There, players compete in new season 3 inspired challenges for the winning VIP seat.
RIDE
RIDE
RIDE
There, players compete in new season 3 inspired
challenges for the winning VIP seat.
Players who have been selected for The Final Ride can accept
the promotion and be escorted by a squid game Lyft driver.
Once picked up, riders will be escorted by pink
workers to Squid Game: The Experience NYC.
The winner earns a VIP spot at the New York premiere on June 18, 2025 at The Paris Theater, New York City.
The winner earns a VIP spot at the New York premiere
on June 18, 2025 at The Paris Theater, New York City.
Nostalgic hits like Despacito
Nostalgic hits like Despacito
Nostalgic hits like Despacito
Nostalgic hits like Despacito
the end is the beginning
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phase 4
the end is the beginning
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phase 4
the end is the beginning
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phase 4
the end is the beginning
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phase 4
The Games are not yet over.
Claim the real Grand Prize…
The Games are not yet over.
Claim the real Grand Prize…
Claim Your Role
Claim Your Role
Claim Your Role
As The New Front Man
As The New Front Man
