Disney+ & CALLEN Push Experiential Design Forward in New Huluween Campaign

Disney+ is giving audiences a fresh way to feel fear this Halloween.

The streaming giant unveiled "EDGEOFYØR Seat," a handcrafted wooden chair built to keep viewers literally on the edge of their seats while watching Huluween programming.

The chair was developed by Austin-based creative agency CALLEN with San Francisco furniture maker Fyrn, known for its precision craftsmanship.

The piece was created to remove the comfort zone entirely. Most of the seat has been carved away, leaving only the edge.

"The EDGEOFYØR Seat is a tongue-in-cheek reminder that during Huluween, there’s literally no way to sit back and relax,” Disney+ Brand and Marketing Strategy VP Zack Jerome said.

This year’s lineup mixes classic titles like "Hocus Pocus" and "The Sixth Sense" with newer horror releases, including "Marvel Zombies" and "The Man in My Basement."

Streaming viewership tends to rise during the Halloween season, and Disney+ is seizing this moment with an idea that viewers can share, talk about, and even picture in their living rooms.

The 30-second short film “Chainsaw” sets the mood.

In a dark workshop, a scary masked craftsman slices into wood as sawdust fills the air.

When he steps back, his creation is revealed. The chair itself is hacked down to its last edge.

The short promo film works because it pulls the campaign into something tangible, giving shape to the emotion Disney+ wants people to feel.

The Craft Behind the Scare

The EDGEOFYØR Seat blends satire and design into one statement piece.

Fyrn reimagined its award-winning Mariposa chair in Charcoal Black and Copper Bronze, using its signature brass brackets to balance elegance with absurdity.

"It’s a limited-edition concept, built with the same care and attention to detail that defines all of our work.

We’re excited to see it bring an extra layer of suspense to this year’s Huluween on Disney+,” Fyrn CEO and Co-Founder David Charne shared.

CALLEN, on the other hand, directed the concept and tone, transforming Disney+’s annual Huluween event into a conversation about how stories can exist beyond screens.

This brand and agency partnership builds on the success of its bundle strategy, uniting Hulu’s identity with the reach of Disney+.

Across its streaming services, the company reported more than 127.8 million global subscriptions as of Q3 2025.

This reflects a steady demand for original programming, as well as themed events.

Experience as a Design Strategy

The campaign shows how brand storytelling can evolve when creativity leaves the screen and into the real world.

Making a simple chair into a symbol of suspense gives the season a visual anchor.

It also reminds audiences what Disney+ stands for: emotion, craft, imagination, and of course, ultimate entertainment.

Great experiential marketing connects emotion to setting.

The EDGEOFYØR Seat shows that when people can sense a story through design, the message lasts longer than the moment.

• Build for reaction. Campaigns that trigger emotion through design make audiences feel part of the experience instead of being mere observers.
• Let participation shape the story. A tactile idea or space invites people to discover meaning for themselves, deepening connection.
• Design moments that stay with people. The more human the experience feels, the more it strengthens memory and trust.

When experience becomes the language of design, a brand stops speaking at its audience and starts creating something they can step into.

Our Take: Can Fear Be Designed?

I believe it can definitely be designed.

This Huluween campaign takes a feeling and makes it real, which is exactly what good design does.

Disney+, CALLEN, and Fyrn built a story people could physically experience.

And I think it works because it uses design to link emotion with participation, creating a seasonal concept that feels more real (and scary) than others.

In other news, Disney launched the ESPN direct-to-consumer app last August in a campaign fronted by John Cena. 

Experience is the most persuasive form of design. These top agencies create environments where emotion and interaction work together.