An experiential campaign for Netflix to promote the film’s premiere transported fans back to August 1, 1975, the day the lead character in the film went missing.

The main experience was based in NYC’s Little Italy where we brought the cinematic world to life by staging vintage cars, a custom newspaper & newsstands, phone booths playing the trailer, and a fleet of actors, all buzzing with the question “Where is Hoffa?”.

We partnered with 11 iconic local businesses to create a secret network of coveted giveaways – cannolis, arancini, Chianti, fresh mozzarella, haircuts – unlocked by dropping the phrase “Jimmy sent me”. In the end, over 36,000 giveaways and 18,000 newspapers were collected.