UCA film alum joins the world of ‘Stranger Things’

The promo films were commissioned for the Stranger Things Abu Dhabi attraction and announced to coincide with the release of Stranger Things Volume 1, with the final instalment released ahead of Volume 2 (Boxing Day) and the final Volume (New Year’s Day).

Securing such a high-profile opportunity was the result of a pitch process that took several weeks. Each promotional film is like a mini episode of the main show, bridging high-end television with advertising, which perfectly matched William’s expertise.

“I’d just directed a ‘Stranger Things’ campaign with ‘Chips Ahoy!,” explained William. “And on the TV side I’ve worked on shows like ‘His Dark Materials’ for HBO and ‘Lockwood & Co’ for Netflix UK, so very much in the fantasy genre of high-end television, which certainly didn’t hurt when it came to pitching.

“I was able to demonstrate that I could bring the world of the show to life. And when you’re dealing with big budgets and clients in advertising, you have to show that you are a safe pair of hands and that you can deliver.”

William, who graduated in 2010, “felt very at home in the landscape of the ‘Stranger Things’ universe,” he explained.

“I shot a short fantasy film in my final year called Who’s Afraid of the Water Sprite? So, I’ve always had a taste for the very dark side of the film genre and fantasy world-building.”

Through a collaboration with Stranger Things star Millie Bobby Brown, William was able to create his promotional films and bring the character of Eleven to life.

He said: “By the second take, if not the first, Millie would have nailed it, and we would move on. I can’t remember doing more than three takes maximum for any shot. Millie has grown up on a set, so she understands the craft; she knows where the cameras are and how to adjust her performance. 

“Millie has a confidence to her that I really admire, and what she has achieved with Eleven is genuinely iconic.”

Set in the 80s, the world of Stranger Things is detailed and rich, from the set design to the characters and costumes, which prompted William to carry around his own small 1980s film camera to capture moments from his shoot.

“It was very special to have even a small involvement in the world of Stranger Things. It was certainly something I tried to enjoy as much as possible,” added William.

And if William had one piece of advice for our aspiring filmmakers, what would that be?

“You are a self-fulfilling prophecy – by that I mean make the type of work you love and more of the same will find you.”

And as for 2026, what does it hold in store for William? He’s currently in post-production on a proof-of-concept film for a feature called SWINE and will be working on a TV project for Paramount+, so watch this space.

Follow William on Instagram @willummcgregor

Or learn more about studying Film & TV at UCA by visiting the course pages.