Translating Alan Moore’s epic graphic novel into a series was a strong feat to undergo. With Regina King at the helm we were able to tap into all of the things fans loved about the IP - the characters, logos, color & style - while creating a completely new world and experience.
In collaboration with the creators of the Emmy Award wining score, Trent Reznor and Atticus Ross, three unique LPs were created timed to be thematically released throughout the series. Each LP features portions of the score as well as original artwork and content that explores the culture of Watchmen and provides revealing insight into the saga’s mythology and mysteries.
In the world of Watchmen, “squid falls” - tiny squid raining from the sky - are a normal and expected event which we wanted to share with viewers. So we created a campaign that brought the experience into “reality” for people in New York and Los Angeles using digital shelters and newsstands. The interactive shelters appeared to be see-through, with a view of the street from inside the shelter, but contained an otherworldly surprise. When a warning icon flashed, a downpour of squids fell from the sky onto the street on the digital screen. The campaign was HBO’s first Augmented Reality campaign on street furniture.
In addition to the AR shelter we had a one-day takeover on digital street furniture with a 100% share of voice to run a retro flip clock counting down the seconds until the show premiere.