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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market United States
Agency BBDO New York
Director Noam Murro
Art Director Brandon Mugar
Copywriter Adam Reeves
Editor David Henegar
Released September 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: HBO
Product/Service: HBO
Date of First Appearance: Sep 17 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officers: David Lubars / Bill Bruce (BBDO New York)
Executive Creative Directors: Greg Hahn / Mike Smith (BBDO New York)
Art Director: Brandon Mugar (BBDO New York)
Copywriter: Adam Reeves (BBDO New York)
Director of Integrated Production: Brian DiLorenzo (BBDO New York)
Content Producer: Nicholas Gaul (BBDO New York)
Director of Creative Engineering / Production: Jd Michaels (BBDO New York)
Production Company: (Biscuit Filmworks)
Director: Noam Murro (Biscuit Filmworks)
Senior Executive Producer: Shawn Lacy (Biscuit Filmworks)
Executive Producer: Colleen O'Donnell (Biscuit Filmworks)
Editing House: (Butcher Editorial)
Editor: David Henegar (Butcher Editorial)
Visual Effects Company: (Animal Logic)
Music House: (Search Party Music)
Music Supervisors: Stephanie Diaz-Matos / Randall Poster (Search Party Music)
Audio Mix: (Sound Lounge)
Mixer: Cory Melious (Sound Lounge)
Telecine / Online / Conform: (The Syndicate)
Telecine Artists: Marshall Plante / Beau Leon (The Syndicate)
Media placement: Interactive Installation - New York, Philadelphia, Washington D.C. - 17 September 2009
Media placement: OOH Films - New York, Philadelphia, Washington D.C. - 17 September 2009

Describe the challenges and key objectives
Our solution was the HBO Cube—a first-of-its-kind four-sided film event that embodies HBO’s DNA of creative storytelling. The Cube created much excitement and many challenges: creating a story that works in this four-sided narrative device, making sets and choreography that offer different meanings from the same side, finding a space big enough to hold the Cube (and give people room to watch it), and figuring out numerous issues with light, picture and sound projection in a busy, outdoor area. And it all had to be done, in a premium, HBO-like way.

Describe the brief from the client
HBO has a long history of programming that is deeper, richer and more unexpected than any other network’s. They needed outdoor advertising that reflected their unique brand of storytelling, spoke to fans and nonfans alike, and cemented their position as leaders in creative storytelling, while encouraging people to connect deeper with the brand.

Describe how you arrived at the final design
The final design of the cube, 14 feet, covered in grey HD material, was in service of form and function. This size was deemed best and appropriate and allowed us to get full screen coverage, creating the illusion that viewers were looking at a corner. The sets and story were designed and choreographed to highlight the four-sided properties of the Cube, stretching the definition of design.

Give some indication of how successful the outcome was in the market
The multimedia push created much buzz and excitement. The 14-foot cube appeared in three major cities. Thousands of people turned out for all three Cube events. The events were well attended and drove hundreds of thousands of unique visitors to the campaign website—with 70% of users recommending it to friends. Subscriber and nonsubscriber impressions of HBO as “innovator” rose over 30 percent, and The New York Times said that the Imagine campaign set a new bar in interactive fiction.