The Briefcase
Citadel, a new spy series on Prime, was launching. To get South Africans excited about it, talking about it and to watch it, an activation involving a giant spy briefcase was created in Johannesburg's busiest mall - Nelson Mandela Square.
The Classified Drop
For the season finale of Citadel, Prime Video’s star-studded spy series, an espionage-themed watch party (for both influencers and regular folk) was going to be held in a secret location. The show gave viewers a glimpse into the world of espionage and spycraft. So how could our event invitation live in that world and make recipients feel as if they too are living the spy life?
The Final Briefing
Season 1 of Citadel, Prime’s blockbuster spy series, was ending on 26 May 2023, so we wanted to send it off with a bang (until next season, that is). We wanted to create an experience that people would talk about, even once the show was done.
What better way to do that than by hosting a finale watch party? One which took its cues from the show and its world of spies. From how people gained entry, to the experiences they were exposed to inside the venue. We started by creating a decoy entrance that was a barbershop. To get access into what we coined The Citadel HQ (an abandoned warehouse we temporarily converted into spy agency headquarters), guests had to give our agents at the door a secret code and knock on the door in a certain way. Then once inside, the fun began.