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This Candle Changes Scents as You Indulge in a Netflix Binge

TBWA\Chiat\Day LA creates limited-edition Binge Candle that burns through the seasons

This Candle Changes Scents as You Indulge in a Netflix Binge

Netflix teamed up with agency partner TBWA\Chiat\Day LA to create the Binge Candle, using cutting-edge wax technology to bring you the very best viewer experience possible. The Binge Candle pairs the world’s leading Internet TV network with a technology that hasn’t experienced much innovation in thousands of years. That’s right, Gilmore Girls fans, Netflix is about to light up your senses with the closest thing to smell-o-vision that modern man has ever created.

Netflix launched Gilmore Girls: A Year in the Life in four 90-minute instalments, each set in a different season: winter, spring, summer and fall. To enhance the viewing experience, which for many fans will be a mother-daughter date night, the brand and TBWA\Chiat\Day created a limited-edition Binge Candle that burns through each season as you watch it. The Binge Candle is a perfectly timed, four-layer feat of wax ingenuity that transitions in smells from season to season in 90-minute intervals, just as they do on your screen in the quaint Connecticut town of Stars Hollow. And as the final credits roll at the end of episode four, the candle will extinguish.

The candles are currently part of a limited giveaway to lucky fans in the US, Asia and Europe (including to select Hello Giggles and Brit + Co. readers) and are currently garnering lots of excitement from influencers on social.

Creative Agency

Creative Agency: TBWA\Chiat\Day LA

Creative Director: Matthew Woodhams-Roberts, Dave Horton

Copywriter: Elizabeth Daniel

Art Director: Blair Seward

Executive Creative Director: Linda Knight

Executive Producer: Brian O’Rourke

Managing Director: Christian Stein

Designer: Iris Chung

Creative Chairman: Stephen Butler 

Business Affairs: Mimi Hirsch

Chief Strategy Officer: Neil Barrie

Design Director: Mark Sloan

Print Producer: Dena Moore

Brand Manager: Louise Hunter

Chief Production Officer: Tanya LeSieur

Senior Strategist: Emilie Arrive

Production co-ordinator: Michael Schroepfer

TV Producer: Garrison Askew

Production Company

DOP: Jeremiah Mayhew


Edit Company: Venice Beach Editorial

Editor: Jeremiah Mayhew, Derrick Hackman

Edit Assistant: Charis Tobias

Post Production / VFX

Post Production Company: Venice Beach Editorial

Colourist: Derrick Hackman

Producer: Dustin LaForce

Executive Producer: Sarah Holme

Category: Publications and media , Streaming Services

Genre: Stunts