To promote Prime Video’s new original show The Boys, we teamed up with LA chef Ludo Lefevbre to serve up knuckle sandwiches in an immersive, theatrical pop-up shop. Our Butcher Shop took its name and ethos from Billy Butcher, the crass but charismatic anti-superhero vigilante.

If you’re faint of heart, my grandparents, or an actual child, be warned. There’s f-bombs aplenty. But we did win a Bronze Clio for this bad boy. 

CW: Sammi Chancey
Designer: Gustav Holtz
Associate Creative Director: Riaad van der Merwe
Creative Director: Whitney Jenkins 
Agency: AKQA

First we popped up on billboards and wild postings around LA. 

And then we opened up shop. 

The decor and our team of butchers fit right into the pull-no-punches world of The Boys.

We even created a loving memorial for Robin.

And an electrified cage for Translucent. 

Ludo made an appearance on both public days. 

We left customers with one last loving message.