EMBEDDED CUBE by BBDO New York for HBO

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EMBEDDED CUBE

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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: Digital Design – Websites & Online Advertising
Advertiser: HBO
Product/Service: HBO
Agency: BBDO NEW YORK
Date of First Appearance: Sep 17 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Entry URL: http://salesdemo.unicast.com/vla/asset/demo/3743_144045/index.html
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)
Head Of Interactive Production: Andy Bhatt (BBDO New York)
Interactive Producer: Tara Johnson (BBDO New York)
Senior Developer: Erik Peterson (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)
Digital Agency: (The Barbarian Group)
Interactive Production Company: (Bajibot Media)
Rich Media Development Company: (Unicast)
Editor: David Henegar (Butcher Editorial)
Visual Effects Company: (Animal Logic)
Music House: (Search Party Music)
Sound Effects Companies: (POP Sound / Sound Lounge)
Media placement: Interactive Online Banner - Internet - 17 September 2009

Describe the challenges and key objectives
The challenges of this assignment were manifold. After all, we were attempting something that had never been done before—creating a four-sided digital film experience that showed one set of action differently from four different perspectives. We had to write, create and choreograph stories that worked, to create sets and to then go about creating the Cube digitally—so people could rewind, fast forward and spin the Cube around. In the end, we needed a filmic execution that no one had ever seen to amaze and dazzle, while working fluidly in someone else’s Web space.

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 an online banner that connected viewers to a larger campaign; a campaign that reflected HBO’s 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
Our solution was to embed the HBO Cube—a first-of-its-kind digital film experience—into banner space on popular news websites. When clicked, the Cube shows four sides of a story simultaneously—each providing a different view of the film’s characters and plot. Only by watching from all sides do viewers find out what really happened. When viewers clicked again on the Cube and were led to the campaign site, the films were revealed to be parts of a larger narrative experience.

Give some indication of how successful the outcome was in the market
The Cube garnered much attention for the brand. Thousands of people turned out for all three Cube events. And hundreds of thousands of unique visitors came 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 Cube campaign set a new bar in interactive fiction.