Third Arm Gallery

To celebrate season 2 of “Only Murders in the Building,” Hulu tapped 15|40 Productions, a creative-led marketing events agency, to produce a two-day one-of-a-kind experiential event in New York City that eventized and built buzz around the final episode of the season. The key objectives were to engage consumers with the show through a curated experience that kept the mystery of who killed Bunny Folger (Jayne Houdyshell) alive, social fandom, earned media and digital and social activations.

15|40 Productions’ Third Arm Gallery: An “Only Murders in the Building” Experience featured a pop-up art gallery filled with easter eggs from the series and installations inspired by iconic art pieces, inviting guests to “choose their own adventure.” Beyond the gallery, guests were encouraged to find hidden doors taking them through the walls of the Arconia all the way to Mabel’s (Selena Gomez) immersive mural. Partnering with Selena Gomez’s Rare Beauty brand, attendees were able to paint-by-numbers to complete her character’s apartment wall. After getting crafty, consumers headed toward Charles’ (Steve Martin) foyer and kitchen, photo moments with a “Bloody Mabel” wall, a photo booth in the Son of Sam-themed living room, the Gut Milk throne in Oliver’s apartment and the Pickle Diner where Bunny had her very last meal.

By bringing the unique world of the show to life for fans, 15|40 Productions continued the season 1 story of human connections and the unexpected friendships between people of all ages, genders and backgrounds with one commonality: their love for “Only Murders in the Building.”