To help launch The Electric State, Netflix asked us to come up with a fun real-world moment that would surprise people in person and work well on social. We were given two things to work with: A fully built Cosmo robot, created by UCLA robotics students, and A media partnership with Coco Bots. Our job was to bring these together into a simple, creative stunt that felt unexpected and shareable.
INSIGHT
The key insight: people love seeing everyday tech behave in unexpected, playful ways. A coordinated bot performance would not only surprise amd delight — it would read instantly on social, especially with a fun visual payoff.
Execution
We transformed 50 Coco Bots into a branded bot brigade, each one wrapped in The Electric State key art. To lead the pack, we brought in Cosmo, the hero robot from the film, brought to life by UCLA’s robotics team. We then staged a one-time-only choreographed performance at Westfield Century City — a high-traffic location perfect for organic foot traffic and social capture.
Because Coco Bots are built to operate independently — with no precedent for group coordination — we worked closely with the engineering team at Coco Bot HQ. After extensive testing and rehearsals, each bot was manually piloted, programmed, and sequenced to hit their marks.
The performance concluded with a massive reveal:
All 50 bots opened their lids in perfect unison, revealing a giant mosaic made from the cargo compartments — featuring Cosmo’s face and the Netflix logo.
Credits
SURE, we can do that!
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