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Experiential & Brand Worlds

Bird Box

A moving billboard outside. A safe house from the film inside.

Executive Creative Director · MC² Experiential Studio · Netflix

Netflix asked for a moving billboard. After reading the script and Josh Malerman’s novel, Melissa Beery and I saw another possibility: hide the film’s safe house inside the bus.

Outside, it promoted Bird Box. Inside, we covered the windows with newspaper and brought people in blindfolded. Fictional news broadcasts, security feeds and a short sequence of scares pulled them into the story.

The bus travelled to six locations in Los Angeles, then Austin. MC² reported thousands of visitors over a little more than 30 days.

Collaborators & project reports

Concept: Richard Sears and Senior Creative Producer Melissa Beery, with the MC² team. Evolution handled production and post, including the news broadcasts, security feeds and triggered scares. Jeremy Poindexter contributed editorial and design.

Project reports: MC² project report · Evolution production credits

Bird Box · Screen content created for the experience.

2019 Award | Best Vehicle-Based Campaign
2019 Award | Best Vehicle-Based Campaign
A cozy room with red upholstered seats along the walls. In the center, there is a birdcage with a small bird. The walls display newspaper-style posters, and two large screens in the back show the Netflix logo.
Group of nine people standing in front of a Netflix film bus promoting 'Bird Box' with a large poster of two children blindfolded.
Group of people sitting in two rows with blindfolds on, engaging in an activity in a room with posters and tablets on tables.
People standing and waiting in line outside a bus with the words "Sandra Bullock" and promotional posters on the side, with palm trees and a park in the background.
Group of people standing inside a dimly lit room, looking at display boards, with one person pointing at them. There is a birdcage with four small birds on a table in the foreground.
People standing outside next to a black bus with a large advertisement, with some of them blindfolded using blue cloths during daytime.
A group of people from diverse backgrounds sitting in a dimly lit room, some with headbands, watching a bird in a cage placed on a small table in front of them. The room has colorful screens and posters on the walls.
Promotional vehicle wrap for the Netflix film "Bird Box" featuring a close-up of a woman's face with her eyes covered by a cloth, held by a hand, with trees in the background.

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Richard Sears © 2026