The Last of Us Exclusive Premiere

In collaboration with Warner Bros. Discovery, the objective of this HBO Max premiere was to create a one-of-a-kind premiere event that would take guests into the hauntingly beautiful and treacherous world of The Last of Us.

One of the primary challenges we faced was working with a limited venue space that needed to accommodate various photo installations, branding elements, and 200 guests. To overcome this obstacle, we adopted a strategic approach that focused on capturing the essence of the series and meeting the high expectations of the audience, many of whom were long-time avid fans of the game.

The guests journey started at the very entrance as guests entered came through a pitch-black tunnel, enveloped by the ominous sound of clickers and the distant fluttering of wings. Emerging from the darkness, they stepped into the post-apocalyptic world of The Last of Us. The atmosphere was carefully crafted to transport guests into a world ravaged by a fungal infection, where survival was paramount.

One of the main highlights was a larger-than-life 10x2,5 meters fame wall, adorned with 3D elements and featuring iconic visuals from the series. This served as a perfect backdrop for guests to capture unforgettable photos, further immersing themselves in the world of The Last of Us. Additionally, we recreated a key visual from the series' posters, providing guests with another unique photo opportunity that resonated with the iconic imagery of the show.

To enhance the immersive experience, guests were invited into a Firefly safe house, where they could explore the intricate cartography corner and the radio communications center. This allowed them to delve deeper into the narrative and interact with the elements that defined the post-apocalyptic world depicted in The Last of Us.

Complementing the immersive experiences, we curated thematic catering that reflected the survivalist nature of the series. Guests indulged in a culinary journey inspired by the scarcity of resources in the post-pandemic world. The menu featured inventive dishes that embraced foraged ingredients and rustic presentation, evoking a sense of authenticity and resilience.

To elevate the experience further, we collaborated with Absolut Vodka to develop exclusive high-end cocktails that embodied the spirit of The Last of Us. These signature drinks incorporated unique flavors and elements that reflected the themes and motifs of the series, providing guests with an unforgettable taste of the post-apocalyptic world.

The efforts to bring The Last of Us premiere to life yielded remarkable results. By generating extensive coverage across social media platforms, media outlets, and influencers, we successfully spread the news of the series launch on HBO Max.

The event generated organic publications and content from over 100 Instagram influencers, journalists, and partners of Warner Bros. Discovery. This helped HBO Max reach a vast local audience, raising awareness about the impressive cast and the captivating story of The Last of Us.