Thanh Ly
Thanh Ly
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The Last of Us

HBO
The Last of Us

The Last of Us

When You’re Lost in the Darkness, Look for the Light

This is it — the first ACTUALLY good video game adaptation. But how do you get gamers, non-gamers, and the world to care about ANOTHER zombie show?

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.

Press
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AdAge / The Drum / Marketing Brew / The Mary Sue


• SILVER - Clio Entertainment 2023 - Television | Series: Integrated Campaign
• BRONZE - Clio Entertainment 2023 - Television | Series: Experiential | Events | Activation

In the heart of Soho, New Yorkers started to noticed that something was growing in the Angelika Theater. As fans waited in line to gain entry, they were surrounded by the sights and sounds of aNYC QZ, interacting with Firefly guards who make sure they weren’t followed by FEDRA.

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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

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.

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After recieving some rations (truffle popcorn), new recruits are sent on their first mission out beyond the QZ. With each step into the darkness, the overgrowth, and sound of “clickers,” grow more intense. From the shadows, a Firefly soldier ushers

After recieving some rations (truffle popcorn), new recruits are sent on their first mission out beyond the QZ. With each step into the darkness, the overgrowth, and sound of “clickers,” grow more intense.

From the shadows, a Firefly soldier ushers you into the safety of the screening.

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After the screening, you return to the Firefly base only to discover it has fallen. From the wreckage, a dangerously beautiful photo moment has grown into the wall.

After the screening, you return to the Firefly base only to discover it has fallen. From the wreckage, a dangerously beautiful photo moment has grown into the wall.

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— Agency: Giant Spoon Client: HBO Role: Associate Creative Director, Art Associate Creative Director, Copy: Tommy Dudley Associate Director, Specialty Design, Experiential: Eric Zhou Associate Design Director: Skye Genesis Group C

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Agency: Giant Spoon
Client: HBO

Role: Associate Creative Director, Art
Associate Creative Director, Copy: Tommy Dudley
Associate Director, Specialty Design, Experiential: Eric Zhou
Associate Design Director: Skye Genesis
Group Creative Director: Monica Herman
Executive Creative Director: Ian Grody
VP, Experiential Production: Margaret Morici
Experiential Producer: Nathaniel West
Production Coordinator: Sarah Joseph
Senior Business Director: Victoria Sobel
Director, Project Management: Caitlin Stevens
Integrated Producer: Roy Kim