The Boys - Butcher Shop

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

Taking queues from the the show, we created a gritty, no-frills identity system filled with grungy type, snarky headlines, and f-bombs aplenty.

Opening Day

Across two days of service, the Butchers served up shady sandwiches with a side of theatrics to content-hungry fans in LA, while Twitch live-streamed the action to satiate spectators worldwide.

The decor and cast fit right into the pull-no-punches world of The Boys. We even created every product in the store from scratch.

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

Credits

Awards

Bronze Clio in Television/Streaming: Experience/Events