The Last of Us Premiere & Global Campaign

The Ask:

Look for the light… and draw up the messaging, creative, and curation strategy for the streaming premiere of 2023’s mega-hit.

Strategy:

My team developed an immersive spotlight page “The Last of Us: Outpost” that evoked the rich and emotive texture of the show’s universe. We launched two weeks ahead of the series premiere, with entry points across the app for maximum exposure. The page refreshed at premiere and — like a rampant world-ending fungus — grew and adapted throughout the season and post-finale.

Interactive Element:

Working within serious product limitations, we gamified the HBO Max platform with a brand-new feature that lead to curated recommendations. Creative was inspired by the game’s flashlight motif and familiar items. Hardcore fans loved the easter eggs (and even went down the rabbit hole on Reddit), while the wider audience was drawn into exploring the artifacts of the series’ world.

Full collection page:

A Global Phenomenon:

We implemented our strategy everywhere HBO Max is, creating immersive experiences across South America and Europe too.