The Work
An important note:
This work is rarely, if ever, done in a vacuum or completely individually. Tremendous credit goes to all the folks who helped bring these examples to life.
The Last of Us
Pedro Pascal. Bella Ramsey. Sometimes it’s best not to overthink it.
House Of the dragon
Is it Valyrian or is it Velaryon? Oh, somehow it’s both? Even the cast can’t keep it straight.
Negroni… Sbagliato… With Prosecco
The drink order heard round the world. This video became the #1 original video post across all HBO Max accounts when it set TikTok (and culture) on fire with over 33m views, 83k+ sound uses, and 2.3m engagements.
NBA In-Season Tournament
What’s the best way to celebrate the launch of live sports on Max and the inaugural NBA In-Season Tournament? Custom Courts.
Bada Binge
To preparation for The Many Saints of Newark’s premiere on HBO Max, we launched a 360 campaign to get folks to (re)watch The Sopranos: The Bada Binge. Over six weeks the team created for all social channels and the HBO Max platform.
The results were impressive. On HBO Max, streams of The Sopranos increased by 200%. On social, we generated over 28m impressions on owned posts and garnered over 5m views.
A personal favorite was a twitter stunt dubbed “Six Degrees of Sopranos”, where we asked people to name an HBO actor and we’d connect them back to The Sopranos in six steps or less. The game resonated with fans and talent alike as we had over 700 responses, including from the likes of Jessica Chastain, Reese Witherspoon, and Mark Duplass
Iron Anniversary / Game Of Avatars
As part of the Game of Thrones 10th Anniversary celebration, HBO and HBO Max social went all out to remind fans they really still loved the series — even if the final season didn’t satisfy the massive hype.
The full court press involved new cast interviews, compilation videos, unearthed behind-the-scenes, and more.
As part of the campaign, we delighted fans with show-inspired avatars. Fans simply had to send in a selfie for a chance to receive a custom illustration that brought them into the world of Fire & Blood.
Unsurprisingly, the selfies poured in. After the smoke cleared we had created 90 avatars for fans around the world. This resulted in 1.3m impressions, 4k+ engagements, and one satisfied CEO.
House of the Dragon
@hbomax I'll take one of each. #houseofthedragon ♬ a negroni sbagliato w prosecco l hbo max - HBO Max
The Last of Us
Video
Miscellaneous
Emmys Photo Shoots
HBO Max Recommends
Once again seeking the answer to “what to watch tonight”, we created a voice skill that would allow users to navigate through the HBO Max library via Alexa and Google Play devices.
By gamifying the search experience, we aimed to make it an interactive, handsfree, and fun way to add shows to your watchlist. Users received general or genre-based recommendations based on a series of “yes” or “no” prompts, and Spotlight Sessions allowed us to curate a list of recommendations to promote a priority titles or themed collections for holidays.