NETFLIX: ‘CARRY ON’ CAMPAIGN

Netflix’s Carry On campaign unfolded through two immersive activations, each designed to capture the film’s high-stakes spirit:

Tower of Tension, a massive steel Christmas tree layered with suitcases and twinkling lights, became the centerpiece of a full-building takeover at West Hollywood’s historic Cabo Cantina. Transformed into a baggage claim hub, the building featured custom branding on all sides and a billboard with a premiere countdown flipping display, making it an integral part of the film’s global campaign.

The Carry-On Search Wall offered an interactive challenge where guests stepped into the role of a TSA agent, unlocking a digital security clearance by selecting the correct suitcase. The activation debuted at the world premiere’s red carpet, where both cast and guests took part, and later popped up in Santa Monica with a full space takeover featuring brand ambassadors throughout the weekend.