game of thrones/The Final Season + hbo MAX + at&T
DRAGONS, THRONES, a fashion show and feasts
WERE ALL PART OF THE RUN-UP TO THE FINAL SEASON.
Winter was coming for the final time. To build hype for the final season of Game of Thrones, we created immersive experiences to give fans VIP access to props, costumes and behind-the-scenes content at AT&T flagship stores in Chicago and San Francisco.
Lines snaked around the block for a chance to sit in the iron throne or take a turn with AR and VR experiences to battle White Walkers. Special events included a fashion show with original designs inspired by the series, a feast fit for rulers of Westeros, and guest appearances by Isaac Hempstead Wright (Bran Stark) and costume designer, Michele Clapton.
Interactive experiences let guests vote for their favorite characters, predict who would win the Throne, and customize a “Binge Calculator” to schedule viewing time for all episodes prior to the start of the new season.
Fans loved the activations, many coming in costume for photos on the Throne. The AT&T Flagship experiences were ranked among the top brand collaborations by Adweek.
roleS:
creative direction
storytelling
content
creative concepts
interactive scene development & storyboard (UX)
video direction
script development
copywriting
A/V production oversight
partner management
Agency Partner: TWENTY FOUR 7
CLIENTS: AT&T / Game of Thrones / HBO Max
Custom Sigil Banners and a 5-minute trailer conformed to dozens of screen configurations.
3D animated Sigil banners as digital wallpaper.
A live Fashion Show in Chicago with five designers who created three looks each for the runway. Bespoke styles were inspired by the show.
GOT fan and Fashion Show host, Olympic figure skater Johnny Weir.
by the numbers
1 EMMY NOMINATION
2 IRON THRONES
for cosplay selfie moments
for interactive VR experience
2 SURPRISE GUESTS
Actor Isaac Hempstead (Bran Clark) and
Michelle Clapton (Set & Costume Design)
1 FASHION SHOW + 12 looks
hosted by 1 Olympic Ice Skater, Johnny Wier
2 HOURS digital CONTENT
original animations configured for 150+ screens:
16x9, vertical, panoramic, curved, synched, nano walls…
1 OF ADWEEK’S TOP 10
of the 100s of GOT brand collaborations