Too Many Much behind the production of one of the year’s most emotional campaigns for Netflix

Too Many Much leads one of the year’s most emotional campaigns for Netflix with 3D activations and 44,000 tissue packs distributed across New York

Too Many Much was behind one of the year’s most ambitious and emotional experiential campaigns for Netflix, created for the launch of Remarkably Bright Creatures. The activation combined large-scale anamorphic 3D technology with a massive physical intervention designed specifically for Mother’s Day in the United States.

As part of the campaign, the studio developed two large-format anamorphic 3D screens installed in Times Square in New York and on Hollywood Boulevard in Los Angeles. Both pieces recreated the film’s underwater universe, generating the illusion of a giant aquarium emerging in the middle of the city.

According to the team, the entire pipeline was developed in-house, integrating multiple software tools to handle rigging, animation, texturing, and simulation processes.

“When we received the brief, the timeline was extremely tight for a 3D screen of that complexity. For us, it was the perfect challenge,” said Federico Parodi, 3D Motion Designer at Too Many Much.

Meanwhile, Ezequiel Rivadaneira, Head of Motion, Graphics & Editing, highlighted the creative demands of the project.

“Making a screen in the middle of Times Square stop people and truly capture their attention requires every frame to be crafted with a very clear intention. It was one of the most challenging but also one of the most rewarding projects we’ve worked on,” he said.

The campaign also included a large-scale physical activation: the distribution of 44,000 tissue packs inside the Mother’s Day edition of The New York Times. Each pack featured the film’s official artwork, the Netflix logo, and the message: “For the movie that will make you cry with your mom.”

Too Many Much handled the design, printing, assembly, and logistics coordination for the entire activation under a tight deadline.

“At Too Many Much, we believe no two projects are alike. With this campaign for Netflix, we proved that when creativity, technology, and emotion work together, the result goes beyond any screen,” said Delfina Lamino, CEO of the company.

The production company was created with the goal of becoming a multidisciplinary studio capable of operating “at the speed of culture,” offering CGI, animation, 3D installations, audiovisual production, branding, activations, post-production, and product development services for global clients.