HBO
HBO was gearing up to celebrate their 50th Anniversary and was in need of social activations to help give their shows the credit it deserves. I was responsible for creative directing and conceptualizing multiple social activations including curating their HBOwards livestream event.
MAX
HBOMax was combining streaming services to become MAX. We were tasked to create a social activation stunt that supports the launch of the new combined streaming service that brings HBO Max and Discovery+ content together by breaking the 4th wall.
HBO 50th Anniversary
CELEBRATING 50 YEARS OF FIRSTS
Curated 50 videos of HBO's top shows and their iconic moments.
THE SOPRANOS
GAME OF THRONES
INSECURE
50 YEARS OF ARTISTRY
Social media art gallery celebrating the people who bring the iconic shows to life.
HBO50 EXCLUSIVES
50th anniversary merch and capsule collection that taps into the nostalgia of the brand.
LIVESTREAM OF THE HBOWARDS
HBOWARDS 50 SOCIAL REVEALS OF ICONIC CHARACTERS
Is Max for real?
ONE WEEK STUNT LEADING UP TO THE LAUNCH OF MAX
Day 1
It's launch day. All at once, every platform, handle and touchpoint in the HBO and Discovery universe simultaneously break to a news update. The headline... "Is this for real?"
This "live interruption" will feature Issa Rae, Pedro Pascal and Joanna Gaines teasing the merger as urgent breaking news. Their banter within the video will also explain some of the key logistics of Max in an organic way.
SCRIPT
BREAKING NEWS flashes on the screen
Then cuts to Issa Rae looking frantic and confused in a news room
ISSA
Issa looks confused as she reads from the teleprompter
Tonight’s breaking news: Long speculated merger between HBO Max and Discovery Plus happening… today?
JOANNA
Zooms out a little to show Joanna Gaines next to her who looks
completely calm
That’s not breaking news.. I’ve known about this for weeks. Haven’t you heard about this Pedro?
Issa looks shocked
Zoom out more to show Pedro sitting next to her and eating a sandwich like in the meme
PEDRO
(Takes a break from eating) Yeah, of course
ISSA
Well I’ve been taking a social media break, what’s going to happen
to Rap Sh!t?
JOANNA
Nothing! It’s just going to be on the same platform as Fixer Upper, and The Last of Us (Cuts to Pedro, he’s still eating, he nods) and Euphoria, and 90 Day Fiancé, and…
ISSA
Okay I get it! So, there’s going to be a lot more content… but what’s it going to be called? Discovery Max? HBO Plus? Do I have to download a new app? Why are y’all so calm about this?
PEDRO
Pans over to Pedro
When you’ve seen the Clickers, a new app to download is nothing.
JOANNA
MAX!
PEDRO
No, my name is Pedro.
JOANNA
No, the new name is MAX!
Cut to fast paced montage of clips of HBO and Discovery shows ending in the
new MAX logo
Screen turns to static and goes back to the regular programming
Day 3
Example Videos
PEDRO PASCAL CASTED ON 90-DAY FIANCE
JOANNA GAINES "FIXES UP" LAST OF US
ISSA RAE CRASHES GHOST BROTHERS
Day 5
Trending: Is Max for real? Memes
