2 0 2 5 A N I M E E X P O D E S I G N
Hulu Animayhem
Lead Creative Agency Campfire
Anime Expo is the largest anime convention in North America and is a major gathering for anime enthusiasts. Held at the @conventioncenterla, turnstile attendance for 2025 was estimated to have been over 400,000 across all four days.
To drive buzz and excitement about Hulu Animayhem at Anime Expo 2025, we created a booth experience where guests were transported into an immersive modern metropolis, a 2D city inspired by their favorite Anime series.
Cities are a popular setting for many Anime storylines, particularly in sprawling urban centers like Tokyo. These familiar environments are a playground for characters and scenes that delighted fans.
Hulu Animayhem City was designed as a branded urban landscape, featuring towering black and green buildings, vibrant video signage, and easter eggs for fans to discover.
During each morning and afternoon (while supplies lasted) fans lined up outside the booth to receive a Hulu Animayhem Anime Expo Backpack and a Twisted Wonderland poster.
Hulu’s presence at Anime Expo 2025 generated over 533 Million media impressions featuring coverage from leading outlets such as: Anime Corner, Temple of Geek, MSN, AIPT Comics, NNS, KTLA 5, Animation Magazine, Fox 11 and Comicbook.
Social press and coverage totalled an additional 750K impressions. Follower counts of influencer attendees totalled over 16 Million on TikTok and over 6.9 Million on Instagram. The 6000+ Hulu Animayhem backpacks created an organic Expo “takeover” with fans wearing them throughout the four days.
