6 Underground
Netflix
2019
OOH
Web design
Foreign films struggle to impact South Korea's dominant local titles. Instead of competing directly, we tapped into the controversial topic of surveillance culture to introduce the premise of 6 Underground—the concept of being untraceable 'ghost agents.'
We hijacked digital billboards in Seoul, transforming them into CCTV-like installations that reminded passersby they were being watched. The coordinated billboard takeovers across the city directed viewers to a microsite where they could calculate their digital footprint, erase their online presence and ‘disappear’ like the characters in the movie.
Despite being released in December, 6 Underground was ranked as the second most-watched program on Netflix Korea in 2019.
[behind the scenes]
OOH
Digital billboards in malls, bus stops, and subways begin glitching. Regular ads on these channels turn into live surveillance footages of people nearby. Some are intrigued, while others feel a sense of unease, wondering why they’re being watched.
Neural network algorithms captured and identified facial expressions and emotions in real-time, measuring and sharing the level of fear and paranoia with the citizens.
Mass takeover
A massive media takeover unfolds in Seoul’s busiest shopping district Every digital display in sight is designed to be ‘hacked’ simultaneously, sending a haunting invitation to fall off the grid.
Citizens of Seoul.
We have an important message for you.
Today is the day you could free yourself
from your unfulfilling lives.
No more dreadful office parties.
Or mundane routines.
No more useless policies.
Or pointless politics.
The time has come for you
to take matters into your own hands.
To choose freedom.
To answer to no one.
To do some good for the world.
Citizens of Seoul…
It’s time to fall off the grid.
Disappear.
And become a ghost.
Become a ghost.
Join Us.
12/13
Microsite
On the site, a countdown timer ticks, counting down to December 13, the launch date of the show. In anticipation of the reveal, visitors get to read the group’s mission, purpose and manifesto.
The microsite also allowed visitors to calculate their digital footprint. Advanced visual search engines were deployed and visual execution techniques like pixel-sorting were used. The result was presented in a shareable format for social media.
