We love it when studios push the marketing budget and come up with creative ideas.
To promote the new season of their hit show Severance, Apple TV put a Lumon Industries office in Grand Central Station, New York. The installation featured a life-sized replica of an office cubicle, encased in a large glass box, mimicking the claustrophobic environment of Severance’s Lumon Industries.
New Yorkers were able to walk by and get a glimpse of the lives of ‘innies’ as they hustled to the train or back to the office.
Normally, the marketing for Apple TV’s shows is minimal, but this time the streaming service has outdone itself with a creative and experiential campaign that brings the eerie world of Lumon Industries to the heart of New York City.
New Yorkers were able to walk by and get a glimpse of the lives of ‘innies’ as they hustled to the train or back to the office.
Stars of the show, including Adam Scott, Britt Lower, Zach Cherry, Patricia Arquette and Tramell Tillman, joined the fun, appearing at the pop-up to help promote the show’s return. Fans flooded the area to catch a glimpse of their favorite characters, as the actors stayed in character, pretending to work at their desks while ignoring the large crowd around them.
Director and executive producer Ben Stiller was on-site, capturing moments of the event and interacting with fans.
— Ben Stiller (@BenStiller) January 15, 2025
The show itself is a dark, mind-bending thriller that explores the consequences of separating one’s work life from personal life through a controversial procedure. Employees at Lumon Industries have their memories “severed,” creating a split between their work selves, known as “innies,” and their home selves, or “outies.” What starts as a seemingly harmless separation soon reveals its nightmarish repercussions for the workers involved.
Severance has had fans on edge after the massive cliffhanger in the season finale of its first season, which aired in April 2022. Fans have been waiting for the release of Season 2, which was delayed due to Hollywood’s labor strikes.
s
Season 2 of Severance premieres on Apple TV on January 17.
Photo Credit: X-BenStiller
