Dum-Dums and Stranger Things share a useful ingredient: nostalgia. For the show’s final season, we took a familiar candy somewhere new: the Upside Down.

Seven classic flavors returned in darker hues. Mystery became Dimensional Rift. Packaging and wrappers followed them into the shadows. We carried that transformation through packaging, product renders, animation, social, and a landing page, borrowing the show’s distinct visual language to make the product part of its world. The invitation was simple: try something strangely familiar.