The Harder They Fall Netflix Activation

2021 ︎︎︎ Art Direction

To create excitement around the Netflix premiere of The Harder They Fall, we built an immersive living version of the film’s fictional town of Redwood City, in the heart of NYC’s Meatpacking District. 

The town played host to educational programming, customizable takeaways, a pop-up marketplace and saloon, highlighting local black-owned businesses in celebration of the Black American West.

Studio: Kamp Grizzly
Client: Netflix

Creative Direction: Xela Gold
Add’l Art Direction: Rob Lewis
Spatial Design: James Snowbarger