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APEX Challenge
Amplify + Netflix challenge thrill-seekers to test their limits...
Challenge
Netflix tasked Amplify to maximise the impact of their survival thriller, APEX, by amplifying the adrenaline and terror of this title, set in the Australian Blue Mountains.
The goal was to fuel post-launch conversation about the unforgettable performances and jaw-dropping stunts performed by star talent, Charlize Theron and Taron Egerton.
Insight + Strategy
The intense showdown throughout APEX captivated adventure survivalists and adrenaline junkies, who are convinced they can pull off the same high-stakes stunts.
And as seen in the film’s climactic finale, Australia is not only home to towering canyons, but also thriving rock climbing communities in the heart of our cities.
Solution
The APEX Challenge
Netflix challenged adventure survivalists to go head-to-head in a wild climbing competition inspired by the harsh terrain and life-or-death showdown.
In collaboration with a local Sydney gym, the exclusive experience saw top climbers battle it out on a custom APEX route designed for thrills. Vying to beat the best and claim the title of APEX Winner.
The Unforgiving Wilderness
Spectators and creators were welcomed into a transformed Climb Fit rock-climbing gym, permeated with a bespoke, eerie soundscape and ominous lighting that brought the wild world of APEX to life.
High-impact set pieces intensified the threatening nature of the film and immersed guests with a horrifying spread of IYKYK beef jerky, branded content stop, and a dedicated bouldering media wall that recreated Charlize’s heroic pose.
At the heart of the experience, a feature climbing wall took centre-stage. Designed to distract with motion projection that mirrored the wild textures and tonal palette of the harsh Blue Mountains wilderness from APEX.
One Wall. One Winner.
To kick off the competition, guests were surprised by a talent message from Charlize and Taron, challenging spectators and climbers to race for their lives up the rock wall.
Climbers competed in a series of timed heats - chasing each other up the wall. The top eight fastest climbers progressed into the knockout rounds, with only one surviving the challenge and emerging victorious.
The thrilling race was co-hosted with Anna Davey, former World Cup climber and coach. Alongside Kat Sasso, a prominent sports presenter and podcast host of Momentum. Leveraging expertise and experiences within their respective professions, the pairing provided technical commentary and entertainment throughout the night.
With a chilling best time of eight seconds to beat, the custom APEX route remained set for the public to try. Inviting Aussies to challenge their mates on the wild wall to see if they have what it takes to survive.
This Netflix project was brought to life in collaboration with our agency village partners, Initiative, Two Palms Media and Organic ANZ.