Severance boxes clever
Apple TV+ and Severance creators Dan Erickson and Ben Stiller were thinking outside the box when they dreamt up this genius cube-based promotion for the TV show's long-awaited second series.
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Credits
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- Producer Ben Stiller
- Producer Dan Erickson
After an agonising near three-year wait, the sci-fi series Severance returns to Apple TV+'s streaming platform tonight.
In keeping with the philosophical show's offbeat culture, instead of a dull old trailer, Season Two was teased this Tuesday with an experiential campaign in the heart of NYC’s Grand Central Station.
The show's stars – Adam Scott, Britt Lower, Zach Cherry and Tramell Tillman – spent an impressive two and a half hours in character, going about their business inside a faithful recreation of the Lumon Industries workstations that appeared in a glass box on the station concourse.
Echoing the show’s theme, of workers having two split personas unaware of each severed identity – a worktime in-office ‘innie’ and an ‘outie’ in their personal life – the glass cube displayed the employees as oblivious to external life as thousands of onlookers – many of whom would be office workers themselves – surrounded the box, observing the scene as they would do at home ‘on the box’.
Severance Executive Producer Ben Stiller and actor Patricia Arquette (who plays the sinister Lumon boss in the show) were on hand to take pics that went viral, creating an online coup steeped in sophisticated meta irony.
