HBO
Art Direction
2024
Art Direction
2024
Adweek / AP / Barstool Sports / Buzzfeed / Complex / The Drum / Gothamist / The Mirror / NBC / NY Post / TODAY Show / Vulture
75+ BROADCAST NEWS SEGMENTS
6.4 BILLION+ IMPRESSIONS
AGENCY Giant Spoon
ROLE Associate Creative Director, Art
ASSOCIATE CREATIVE DIRECTOR, COPY Tommy Dudley
ASSOCIATE DESIGN DIRECTOR, EXPERIENTIAL Eric Zhou
EXECUTIVE CREATIVE DIRECTOR Monica Herman
CHIEF CREATIVE OFFICER Ian Grody
CREATIVE DIRECTOR Dani Skollar
DESIGNER Ana Rodriguez
VP, EXPERIENTIAL PRODUCTION Margaret Morici
PRODUCER Bita Roofeh
PRODUCER Hali Katz
VP, BUSINESS DIRECTOR Victoria Sobel
SENIOR ACCOUNT MANAGER Alyssa Segel
ACCOUNT MANAGER Gabby Finkel
GROUP DIRECTOR, SOCIAL STRATEGY Holly Stair
ASSOCIATE DIRECTOR, STRATEGY Mike Elenterio
VP, CONTENT PRODUCTION Jason Lau
In the days leading up to the global premiere, we literally and metaphorically raised banners with a rivalry takeover of NYC that pits New Yorker against New Yorker. Drawing lines of division throughout the city, we rallied iconic NYC institutions, brands, teams, and the public between the Targaryen houses, proving that when it comes to throne, everyone has a stake in the fight.
Our rivalry spills into the streets as the Targaryens stake their claim on iconic New York landmarks with cities around the world following suit.
Shared on HBO's social channels and promoted through NYC and global influencers, CGI banners unfurl from bridges and buildings, announcing to the world that the Targaryens are here, and everyone must choose a side.
Throughout NYC, we divided and rallied the city’s most iconic houses and powerful institutions to 'raise their banners' in support of Team Green or Team Black IRL. Each vibrant takeover stands as a powerful display of loyalty.
Additionally, we partnered with local restaurants and bars to show that even eateries are split on which side they’re on. Banners hung from their facades, and custom Team Green / Team Black menu items inspired by the show enticed fans to visit. A limited number of custom baseball caps were given out to those who purchased the branded food and beverage, painting the city black and green.
On premiere day, the city will come to a screeching halt as New Yorkers look up to discover an 270’ IRL Targaryen dragon has ascended the Empire State Building and towers over NYC, showing that Vhagar has arrived. Lighting effects at night showcased the building’s support for Team Green, with it occasionally changing to a flickering orange-red to mimic flames.