HULU | DELI BOYS
With over 500 scripted shows hitting screens in 2024, Hulu’s latest hit, Deli Boys, risked getting lost in the shuffle. Hulu needed to break through the clutter. The challenge wasn’t just awareness, it was creating an experience that mimicked the uniquely…irreverent…and wacky story. Once the Deli Boys world was experienced, we knew a watch was guaranteed.
The Drivable Billboard
With multiple stops in a series of target cities, the Deli wasn’t just an experience for the cities, but a mobile billboard along the routes. A true Deli on wheels, cities across the country got a sneak peak at the new show on their daily commutes.
In The Deli
In the Deli Boys universe a seemingly innocent Pakistani run deli hides a dangerous criminal operation — and we turned that narrative into a rolling, immersive experience. Inside our custom-built truck, fans shopped with branded “cash,” explored a fully stocked deli, snapped photos through security-camera views, and uncovered hidden clues tied to the show’s smuggling storyline.
Guests hopped into a mobile deli replicate from the show, full of hints at the nefarious activities that serve as the backbone of the storyline. At every fridge, shelf and counter, there was always more than meets the eye.
The Deli Boys bills served to move guest through the space. Each corresponded with a giveaway, treat or scratch off moment.
Every element of the Deli Boys story unfolded through the space — posters shouted from the sidewalk, security cameras doubled as photo ops, and deli staff served Pakistani chai alongside branded scratch-offs and giveaways. Beneath the everyday charm, secret clues hid in fridges and behind the shelves, slowly exposing the criminal world underneath. As in the series, the ordinary was never truly innocent.
