I’m a big fan of campaigns that bring together fiction and reality, and one of those campaigns made a really big impact in the advertising world last week.

In order to promote the new season of the popular TV show “Severance“, Apple TV+ created a pop-up presenting one of the cubicles from the fictional company Lumon from the tv show, and placed it on one of the most frequent locations we can all probably think of – Grand Central station in New York.

What made it even better, was that it was not just the cubical, although having it would make an impact itself. But Apple TV+ took it a step further and included the real actors from the TV show, acting like they’re in their office, acting out a whole episode in front of a live audience. The viewers weren’t able to hear the conversations to keep a little bit of mystery, but the actors managed to keep their attention throughout the whole stunt.

Although it lasted only a few hours, this stand managed to get PR that would last for days. Perfectly executed, creative, and fun, it truly set the bar for the competitors.

See more creative campaigns here.