As a Disney+ exclusive in Australia, ‘Alien: Earth’ was critical to driving mature audiences to the platform. But to break out beyond the die-hard sci-fi crowd, it needed a launch moment that would grab the public’s imagination — and bring the invasion story terrifyingly close to home.
To generate real cultural impact, we couldn’t just advertise Alien: Earth. We had to let people experience its terror for themselves. In the cover of night, we transformed one of Sydney’s busiest pedestrian laneways into a living, breathing Xenomorph nest.
Working with the show’s production team, we recreated HR Giger’s iconic nightmare in meticulous detail:
The result was an unmissable public encounter that blurred the line between fiction and reality. To heighten the drama, our containment crew staged an “investigation” of the site. Curious commuters stopped in their tracks. Phones came out. And word of the infestation spread like wildfire.
By fusing craft, immersion and spectacle, our Alien: Earth ‘Hive’ outdoor installation didn’t just stop people in their tracks — it created a ripple effect that spread far beyond Sydney’s streets. In just two days, Alien: Earth went from another new title on Disney+ to the must-watch event of the season.