Queen’s Gambit
Agency: AKQA, Unit 9. Role: Creative Director, Client lead.
Honoring the series that made us all play ches
The Queen's Gambit quickly became Netflix's most-viewed scripted series, but the show's influence transcended viewing. Chess set sales increased by 215%, and Google searches skyrocketed. To celebrate the series impact we recreated the iconic “upside-down chessboard” that Beth Harmon visualizes in Los Angeles’ Union Station.
An ode to craftsmanship
A 30-foot-tall chessboard was hung above a life-sized statue of Beth, that thoughtfully gazed up at it as if she was plotting her next move. The statue was designed in VR by a professional sculpture artist, then 3D-printed with a wood-grain surface. Taking over Union Station made a big statement. Crowds formed to admire the installation and people lined up for their chance to take pictures.
Media
The Daily Mail: Netflix sets up Queen's Gambit Display at Union Station
Secret Los Angeles: There’s A Giant ‘Queen’s Gambit’ Chessboard On The Ceiling At Union Station In L.A
Nerdbot: The Queen’s Gambit” Ceiling Chess Board At LA’s Union Station
Awards
2021 Clio Awards
Gold / Integrated campaign.
2021 Jay Chiat Awards
Bronze / Global Strategy
2021 Fast Company
Winner / Best Advertising of the Year
2021 D&AD Awards
Yellow Pencil / Art Direction / Integrated
FWA:
FWA of the Month / Installation