As Stranger Things returns for its fifth and final season, Netflix and Dum-Dums are celebrating with an uncanny collab. We helped take seven of their classic flavors to The Upside-Down, giving each a darker, eerier hue to represent its journey. Mystery flavor became “Dimensional Rift,” while new wrappers and packaging channeled the shadowy realm.

Next, we launched the collab by leaning into the show’s quintessential aesthetic with product renders, animation and social content. Think laser lights, electronica and demogorgons. A landing page dove into the backstory and showed people where to buy. It all made for a tantalizing invitation to discover the strangely familiar favorites—just in time for Halloween.