NETFLIX | WEDNESDAY'S DISCOMFORT SPA | S02 LAUNCH

The signature irony of Wednesday starts with the very concept: taking an ultra-hyped universe like wellness, subverting all its codes, and turning health and self-care into something deliciously morbid.

To launch Season 2 in Brazil, we created the Spa of Discomfort — an immersive experience blending dark humor, meticulous aesthetics, and live marketing strategy. Guests went through sessions like “torture” (Pilates), “mental disorientation” (graveyard yoga and scream-guided meditation), and “massage” with clubs and brass knuckles, all leading to the one true moment of “relaxation”: the exclusive screening of the new season’s first episode.

Every detail was designed to amplify the narrative and spark organic content:

Press kit introducing the concept and setting the tone

Custom transport to the venue

Macabre-yet-delicious menu inspired by the character’s taste

Set design, costumes, and scripting crafted to turn every minute into shareable moments

More than an event, it was a living manifesto of the series — made to entertain those present and spread organically across the feeds of those who only wished they were there.