HBOMax: Warrior S3 Launch | Q2 2023
Worked with another Associate Creative Director (copywriting), Senior Copywriter and Senior Designer to concept launch activations for a fan favorite series. This activation would go on to garner awards in various categories.
THE CHALLENGE: Create hype moments in both online and experiential spaces to raise awareness for the new season while also making sure to acknowledge Bruce Lee’s creative influences on the show and highlighting the historical cultural context of the show. The event was to feel inclusive but also emphasize the Chinese community in 3 major American cities, and the greater Asian community at large. The digital component included a show recap leading up to Season 3 while the experiential component unveiled 3 paintings inspired by themes of the show. The paintings were interactive so that info could be discovered with mobile phones.
I worked on this project from pitch through execution of the activation. For pitch I concepted ideas, gave design direction for the pitch deck, designed some mocks and presented creative to client. For the activation, I facilitated communication with client, show talent (Dianne Doan), artist management (for Swank One), and production vendors as well as oversaw content capture.
We used actor/comedian Timothy Chantarangsu to make a video for social that recapped the previous two seasons to begin online hype for the show launch and commissioned 3 interactive murals in 3 different cities (NY, LA & SF). The 3 murals had a QR code to unlock an AR component that highlights elements of the show as well as historic artifacts in partnership with the Chinese Historical Society of America and the Bruce Lee Foundation. With the show set in an important part of history for Chinese Americans and a story created by Bruce Lee, it was important to place these murals in cities with large Chinese demographics as well as Bruce Lee fans. We invited a small ensemble of local Asian media, super fans and influencers. For the Los Angeles location, a number of the cast members and production crew came to surprise and support Dianne at the mural reveal.
