Mind Player
Netflix · 2026
1 award: D&AD
Strategic insight
Gamers don't avoid snacks because they dislike them—they avoid eating because hands matter. By removing hands from the equation, the barrier disappears and the snack becomes frictionless.
The Format
EEG-controlled gameplay is the core mechanic, not a novelty layer. The format forces a direct parallel to Eleven's powers, making the snack tie-in inevitable rather than bolted on. Hands-free play redefines how fans engage with the IP.
Earned Reach
Launch with top creators and live activation at CCXP created multiple touchpoints for organic amplification. The spectacle of mind-controlled gaming and direct IP connection positioned it as an event experience, not a product demo.
