Toby + Laurie
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A world built from TV's most iconic ident.

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Client: HBO
Agency: Droga5
Project: 'Into the static'
Year: 2016

In 2016, HBO were looking for a brand campaign to articulate why they are the most loved storytellers in the world, whilst reminding people where they need to come to watch it. 

Over six months we created a suite of brand work for TV, print and social. Using that pavlovian HBO static as a starting point, it celebrated a place to see something you never saw coming. 

There were films, .gifs, billboards and bitesize bits - each one a different way of diving into the static, whether looking closer or being thrown in.

 ↓  A byzantine Instagram game too.   This part of the campaign that was a first for this platform. Tapping on the correct tag, each one was an answer to a fanboy riddle which took you further into the static. Wrong answers led to dead ends and at every turn there was a video featuring stars from the shows, from John Oliver, Game of Thrones to Silicon Valley. If you got all the answers right you got all the way in and found the holy grail.  You get glimpses of other parts of the work  in this film.   ↓

A byzantine Instagram game too. 

This part of the campaign that was a first for this platform. Tapping on the correct tag, each one was an answer to a fanboy riddle which took you further into the static. Wrong answers led to dead ends and at every turn there was a video featuring stars from the shows, from John Oliver, Game of Thrones to Silicon Valley. If you got all the answers right you got all the way in and found the holy grail.

You get glimpses of other parts of the work in this film.

Each static was built from the themes and tropes of the shows themselves

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