HBO: Game of Thrones Season 7 DVD & Digital Release

Project Type: Campaign

Services: Concepting, Creative Direction, Copywriting

Description: For the Blu-ray, DVD, and digital release of the penultimate season of Game of Thrones, HBO put out the call for an impactful digital campaign that would drive awareness and clicks. 

Our pitch: A series of interactive and immersive ads across display and paid social that would capture the attention and imagination of GOT’s passionate fan base.

The result: Seemingly ordinary ads for winter apparel and accessories are suddenly sliced open when a terrifying White Walker slashes through the frame revealing a Game of Thrones Season 7 promo. 

In addition to the exciting and eye-catching reveal, these faux show-inspired products added a fun Easter egg dimension to the ads and made the White Walker animation even more surprising. The paid media campaign included placements across Google Display, Snap, and Meta and also featured more straightforward character-driven creative.

(Not pictured: The three days I spent binging Game of Thrones — which I had never seen a single episode of — to develop our concepts and prepare for the pitch.)