444 pages of script.
90,000 square feet.
1.9 billion media impressions.
One simple idea.
Using immersive theatre, we built Westworld in real life at SXSW.
AV Club "one of the best publicity stunts of the 21st century"
AdWeek 12 Best Outdoor Ad Campaigns of the Year
AdAge "Elon Musk became the second most talked-about subject at Southby – HBO's Westworld project was hands-down the first"
Forbes "it will likely live on as a 'you had to be there' sign of status, certain to inspire FOMO and regret for years to come as people who couldn't attend add in their own bit of imagination to what it likely was"
AdAge "HBO's Westworld town is blowing everyone's minds"
Esquire "an incredible mindfuck of a social experiment. And I didn't even have sex with a robot"
Vanity Fair "transported fans of murderous robots and AI intrigue into their favorite show in a way no high-tech VR experience ever could"
The Telegraph "an immersive experience in the style of Punchdrunk theatre, but on a massive scale"
Quartz "a spot-on recreation, down to The Mariposa saloon, The Coronado hotel, black and white hats, blood-stained player piano, cemetery, and saloon brawls"
Agency: Giant Spoon
Role: ACD / Writer
Partners: HBO, Westworld
We used the experience as one massive film set for content, all created in the in-narrative voice of Delos.
An in-narrative tourism campaign was developed, inviting people to "escape this reality" for "an experience worth the ultimate price."
Personalized letters to each guest were waiting for them at the Sweetwater Post Office, ready to bring them deeper into the narrative.
Guests could send postcards from the Sweetwater Post Office, and were surprised when they arrived just before the Season 2 premiere.
SXSWestworld became the most talked about event at SXSW, but the FOMO reached far beyond Austin.