WIN THE THRONE

Fire and Blood

To build global excitement around the Game of Thrones prequel, House of the Dragon, we took our dragons to a very crowded San Diego with one purpose: winning the Comic-Con throne.

︎ SILVER - Clio Entertainment 2023 - Television | Series: Integrated Campaign
︎ The One Show 2023 - Shortlisted for Creative Effectiveness

With the help of 40+ actors, musicians, and combat specialist, as well as 100+ pages of script and background, die-hards, the cast, and even George R.R. Marthin himself, went on a spiritual journey to bond with their very own dragon.

It was a hit — with fans waiting in line 7+ hours and some even overnight, we hit the daily line capacity before the doors opened.

THE DRAGON’S DEN

Walking in the footsteps of Targaryens, attendees were guided by a Dragonkeeper through a 20 minute ceremonial dragon bonding and hatching experience.

WELCOME TO KING’S LANDING

Buzzing with merchants, blacksmiths, musicians, and the patrolling City Watch, your experience starts in the Flea Bottom marketplace. Here you might have a run-in with a pickpocket, peruse Dorne’s finest spices, learn of the upcoming tournament or even get caught in the middle of a steel dispute.

INTO THE RED KEEP...

Your group enters into the magnificent Red Keep where you come face-to-face with a burned and scarred Targaryen Dragonkeeper. After a few words of warning, you’re given a final chance to turn back.

Those brave enough to face the flame are led to the Dragon’s Nest to select their very own dragon egg.

FACE THE ANCESTORS

After receiving your dragon egg from the fire you must now face Balerion, seeking guidance and courage from dragons before.

HATCH YOUR DRAGON

Deep inside a Dragonstone volcano, place your egg into one of the sulfuric vents and pray that it hatches.

TAKE THE THRONE

Surrounded by court musicians and Kingsguard, seal your bond is sealed on the Iron Throne.

Agency: Giant Spoon

Client: HBO

Role: Associate Creative Director, Copy

Associate Creative Director, Art: Thanh Ly

Creative Director: Katie Honig

Associate Design Director, Experiential: Kristina Soteri

Associate Director, Specialty Design, Experiential: Eric Zhou

Group Creative Director: Monica Herman

Executive Creative Director: Ian Grody

VP, Experiential Production: Margaret Morici

Senior Producer: Haley Madsen

Experiential Producers: Hazel Encarnacion, Miranda Harrison

Senior Business Director: Victoria Sobel

Senior Account Manager: Anya Markowitz

Senior Content Producer: Devin Glass

︎ Tommy Dudley

ASSOCIATE CREATIVE DIRECTOR WRITER

INFO