For the premiere of Netflix's film Outlaw King , our strategy was to immerse audiences in the rebellious spirit and rugged beauty of medieval Scotland—bringing the world of the film to life in a way that felt personal, visceral, and unforgettable. Recognizing the opportunity to move beyond a typical premiere party, we created an interactive experience that allowed guests to step into the role of an outlaw king themselves.
By transforming Kick Axe Throwing into a Highlands-style tavern—complete with themed targets, medieval menus, custom-engraved axes, and even personal land deeds granting guests ownership of one square foot of Scottish soil—technically making them a Lord or Lady—we rooted the event in authenticity while making it engaging. This strategic approach not only amplified excitement for the film’s release, but also reinforced Netflix’s reputation for bold, immersive storytelling that meets audiences beyond the screen.
Agency: Giant Spoon
