Netflix – Squid Game 2: Your Move = Your Fate
An immersive, large-scale fan activation—captured from inside the games.
Inside the Game
For the Season 2 premiere of Squid Game, Netflix transformed Los Angeles City College into a fully realized world of competition, bringing the show’s iconic games to life for over 1,700 fans and Butcher Bird was in the middle of it, capturing it all.
Childhood games returned at scale: Red Light / Green Light, Marbles, and a Korean night market and more, all of them reimagined with the tension, spectacle, and visual language of the global phenomenon. The night culminated in a 4.56K run through the streets of East Hollywood, turning the surrounding neighborhood into an extension of the experience.
A Living System of Content
Rather than observe the event, we embedded ourselves inside it. Our approach prioritized participation over distance, moving with the crowd, reacting in real time, and stepping directly into each activation as it unfolded. For the 4.56K, we ran it ourselves. Camera chest-mounted, track-suited up, fully inside the experience.
Footage was designed to translate across multiple formats and platforms, fueling a wide range of social outputs while maintaining a consistent visual and experiential through-line. From high-energy competition to candid crowd moments, the result was a content ecosystem that reflected both the scale of the event and the intimacy of being inside it.
