HBO
Art Direction
2023
Art Direction
2023
PRESS
AdAge / The Drum / Marketing Brew / The Mary Sue
AGENCY Giant Spoon
ROLE Associate Creative Director, Art
ASSOCIATE CREATIVE DIRECTOR, COPY Tommy Dudley
ASSOCIATE DESIGN DIRECTOR, EXPERIENTIAL Eric Zhou
GROUP CREATIVE DIRECTOR Monica Herman
CHIEF CREATIVE OFFICER Ian Grody
VP, EXPERIENTIAL PRODUCTION Margaret Morici
EXPERIENTIAL PRODUCER Nathaniel West
PRODUCER Hazel Encarnacion
PRODUCTION COORDINATOR Sarah Joseph
SENIOR BUSINESS DIRECTOR Victoria Sobel
DIRECTOR, PROJECT MANAGEMENT Caitlyn Stevens
VP, CONTENT PRODUCTION Jason Lau
INTEGRATED PRODUCER Roy Kim
Hidden in the New York City Quarantine Zone, we took over the iconic Angelika Theater and overnight, turned it into a fully functioning Firefly base. The 1,500 Firefly recruits who were lucky enough gain entry to the base, went on an immersive in-world journey where they interacted with Firefly soldiers, came face-to-face with infected, and took part in a special screening of the first episode.
Staying clear of the roving FEDRA spotlights, new recruits were welcomed into the safety of the base. After being scanned for the Cordycep fungus, guests receive their Firefly pendent and are thrust into an active base. From updating the QZ maps to trying to crack HAM radio music codes, new recruits immediately join the cause.
Hidden throughout the base, eagle-eyed fans discovered easter eggs including Joel and Ellies’ actual backpacks, the watch, Ellie’s jokebook, and even ‘Dawn of the Wolf’ and ‘Savage Starlight’ movie posters.