ALL THE THINGS
ALL THE TIME
GRIFFIN CUMELLA
strategy
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
Tools:
Freepik AI, Illustration, Adobe Illustrator, Adobe Premiere Pro
Squid Game Season 3
takes control of NYC.
And wakes the city
that never sleeps.
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,
turning 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
For this campaign, I created costumes, competed with Netflix, and got real squiddy.
All AI usage in this project was done using reference from my own photography, outfits and figurines :)
For this campaign, I created costumes, competed with Netflix, and got real squiddy.
All AI usage in this project was done using reference from my own photography, outfits and figurines :)
For this campaign, I created costumes,
competed with Netflix, and got real squiddy.
All AI usage in this project was done using reference
from my own photography, outfits and figurines :)
the front man's broadcast
phase 2
If you are in New York
If you are in New York
If you are in New York
If you're in
New York
You're Already Playing
You're Already Playing
You're Already Playing
You're
Already
Playing
ooh saturation
phase 1
Shadow Operation
Shadow Operation
lyft is your way to play
phase 2
lyft is your way to play
phase 2
the broadcast
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..
Shadow Operation
the final ride sweepstakes
phase 3
the final ride sweepstakes
phase 3
the final ride sweepstakes
phase 3
The Final Ride Sweepstakes
The Final Ride Sweepstakes
The Final Ride Sweepstakes
The Final Ride Sweepstakes
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
Once picked up, riders will be escorted by pink workers to Squid Game: The Experience NYC.
Once picked up, riders will be escorted by pink workers to Squid Game: The Experience NYC.
RIDE
There, players compete in new season 3 inspired challenges for the winning VIP seat.
There, players compete in new season 3 inspired challenges for the winning VIP seat.
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.
The winner earns a VIP spot at the New York premiere
on June 18, 2025 at The Paris Theater, New York City.
end is the beginning
phase 4
The Games are NOT OVER YET
The Games are NOT OVER YET
The Games are
NOT OVER YET
The Games Are
NOT OVER YET
Claim Your Role
Claim Your Role
As The New Front Man
As The New Front Man
As The New Front Man
As The New Front Man
