(01) About
Client
Baskin-Robbins, Netflix
Creative Direction · Branding · Photo Direction · Print Design · Video
Baskin-Robbins + Stranger Things
When Stranger Things introduced Scoops Ahoy, the Starcourt Mall ice cream parlor where Steve Harrington works, Netflix and Baskin-Robbins saw an opportunity to bring the fictional shop into the real world. The collaboration transformed Baskin-Robbins locations into an immersive extension of Season 3, with limited-edition flavors, Funco collectibles, in-store experiences, social content, and a full dose of 1980s nostalgia.
(02) Strategy
A partnership made for the Upside Down.
The promotion rolled out in two phases.
In June, the campaign leaned into the established Stranger Things world ahead of the July 4 season premiere. In July, Baskin-Robbins went all the way in—adopting the Scoops Ahoy identity across its stores, products, and promotional materials.
Colors, graphic elements, and texture cues were pulled directly from the show’s set, creating an experience fans could step into, not just watch.
(03) Design
Like it came from 1985.
Every element of the campaign was built to feel period-specific.
Print materials took inspiration from 1980s pulp paperbacks, using dot-gain textures, scratches, distressing, and retro typography to create a convincingly worn-in look. Social videos followed suit, using square formats, color washing, and grain overlays that felt native to the era.
A world built with enough detail to reward a closer look.
(04) Experience
A sweet escape to Hawkins.
Specialty ice cream flavors and themed treats gave fans something tangible to try. Exclusive in-store collectibles gave them something to take home.
From flavor signage and promotional posters to merchandise and Scoops Ahoy-branded touchpoints, the campaign turned a seasonal product launch into a full-scale cultural moment.
Not just ice cream inspired by the show. An invitation into its world.
