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STAN

THE NIGHT FROM CAME TO TOWN

STAN

THE NIGHT FROM CAME TO TOWN

  • ○ CHALLENGE

    Bring the most-watched series in MGM+ history to Australian shores, not as a screening, but as an experience.

Ahead of the new season’s premiere on Stan, the brief was to turn superfans and influencers into the loudest voices in the country, transforming anticipation into a national cultural moment across four states.

  • ○ SOLUTION

    New Moon transported the nightmarish town of FROM into the real world. As darkness fell across Carriageworks, guests stepped inside the series itself.

Travelling to a secret location guests were greeted by live actors portraying monsters and townspeople, a life-sized bottle tree, a lone violinist and ballerina, and the town diner with talisman in hand to keep the monsters at bay. When the Sheriff’s warning bell rang fans were ushered through three immersive spaces that were transformed into the show’s unsettling world, designed to scare, and delight guests it included an exclusive screening of the new season before its global release, with the experience rolling out nationally to Melbourne, Adelaide, Perth and Brisbane.

  • ○ RESULT

    A sold-out national event series that dominated fan conversation into premiere week.

    – Publicity Campaign: Over 210 pieces of press coverage to date, with a reach of 3.3M.

    – SOLD OUT screenings across five cities and four states.

    – Hosted 100+ top-tier influencers and 150+ super fans across the experience.

    – Stan’s Social coverage of the event reached over 650k people and drove 60k engagements/interactions, while content from creator/influencer guests drove 421k interactions.

    – 1.2m+ unique reddit users and driving CTR’s above advertising benchmarks.

THE ACTIVATION

The experience was timed to nightfall because in FROM, that’s when the monsters come out. Guests arrived by bus at an unknown location, armed with talismans to navigate a town built to be believed: clusters of townspeople whispering warnings, terrifying monsters, and a lone violinist and ballerina set against the glow of the town diner. Every element was crafted as a curated, multi-sensory journey, complete with deliberate lighting and sound cues designed to heighten the sense of dread. Rewarding superfans and pulling newcomers deep into the show’s mythology, all leading up to the exclusive screening of the new season.

THE DESIGN

World-building was everything. The space was designed with strict fidelity to the series; from the life-sized bottle tree to the diner’s every detail so that fans felt they had crossed into the town itself, not a set inspired by it. Lighting, sound and staging built a slow sense of dread as the sun went down, turning Carriageworks into a place that traps all who enter.

FANS & INFLUENCERS

The audience was engineered as carefully as the experience: superfans who would evangelise the season, and creators whose content would carry the town far beyond its walls. The result was a feed-flooding wave of organic content in the days before premiere.

Sydney was only the beginning. The excitement travelled nationally, with sold-out screenings in Melbourne, Adelaide, Perth and Brisbane on consecutive nights.

PRESS

The town’s arrival generated 210+ pieces of press coverage across entertainment, streaming and culture media, with fan and influencer content amplifying the experience nationally in the lead-up to the premiere — positioning FROM as the unmissable television event of the season.
Covered by TV Blackbox, Concrete Playground and more.