THE LAST OF US
When You’re Lost in the Darkness, Look for the Light.
This is it — the first ACTUALLY good video game adaptation. But how do you get gamers, non-gamers, and the world to care about ANOTHER zombie show?
Hidden in the New York City Quarantine Zone, we took over the iconic Angelika Theater and overnight, turned it into a fully functioning Firefly base. The 1,500 Firefly recruits who were lucky enough to find the base went on an immersive in-world journey where they interacted with Firefly soldiers, came face-to-face with infected, and took part in a special screening of the first episode.
︎ SILVER - Clio Entertainment 2023 - Television | Series: Integrated Campaign
︎ BRONZE - Clio Entertainment 2023 - Television | Series: Experiential | Events | Activation
Hidden in the New York City Quarantine Zone, we took over the iconic Angelika Theater and overnight, turned it into a fully functioning Firefly base. The 1,500 Firefly recruits who were lucky enough to find the base went on an immersive in-world journey where they interacted with Firefly soldiers, came face-to-face with infected, and took part in a special screening of the first episode.
︎ SILVER - Clio Entertainment 2023 - Television | Series: Integrated Campaign
︎ BRONZE - Clio Entertainment 2023 - Television | Series: Experiential | Events | Activation
Some of the press includes AdAge, Mary Sue, Morning Brew, as well as millions of organic impressions and views on Twitter, YouTube and Tiktok.
A LIGHT IN THE DARKNESS
In the heart of Soho, New Yorkers started to noticed that something was growing in the Angelika Theater. As fans waited in line to gain entry, they were surrounded by the sights and sounds of aNYC QZ, interacting with Firefly guards who make sure they weren’t followed by FEDRA.
![]()
![]()
![]()
INTO THE SAFE HOUSE
Staying clear of the roving FEDRA spotlights, new recruits were welcomed into the safety of the base. After being scanned for the Cordycep fungus, guests receive their Firefly pendent and are thrust into an active base. From updating the QZ maps to trying to crack HAM radio music codes, new recruits immediately join the cause.
Hidden throughout the base, eagle-eyed fans discovered easter eggs including Joel and Ellies’ actual backpacks, the watch, Ellie’s jokebook, and even ‘Dawn of the Wolf’ and ‘Savage Starlight’ movie posters.
Hidden throughout the base, eagle-eyed fans discovered easter eggs including Joel and Ellies’ actual backpacks, the watch, Ellie’s jokebook, and even ‘Dawn of the Wolf’ and ‘Savage Starlight’ movie posters.
BEYOND THE QZ
After recieving some rations (truffle popcorn), new recruits are sent on their first mission out beyond the QZ. With each step into the darkness, the overgrowth, and sound of “clickers,” grow more intense.
From the shadows, a Firefly soldier ushers you into the safety of the screening.
DANGEROUSLY BEAUTIFUL
After the screening, you return to the Firefly base only to discover it has fallen. From the wreckage, a dangerously beautiful photo moment has grown into the wall.
BELIEVE IN THE FIREFLIES...
Agency: Giant Spoon
Client: HBO
Role: Associate Creative Director, Copy
Associate Creative Director, Art: Thanh Ly
Associate Design Director, Experiential: Eric Zhou
Group Creative Director: Monica Herman
Executive Creative Director: Ian Grody
VP, Experiential Production: Margaret Morici
Experiential Producer: Nathaniel West
Senior Business Director: Victoria Sobel
Director, Project Management: Caitlin Stevens
Integrated Producer: Roy Kim
Client: HBO
Role: Associate Creative Director, Copy
Associate Creative Director, Art: Thanh Ly
Associate Design Director, Experiential: Eric Zhou
Group Creative Director: Monica Herman
Executive Creative Director: Ian Grody
VP, Experiential Production: Margaret Morici
Experiential Producer: Nathaniel West
Senior Business Director: Victoria Sobel
Director, Project Management: Caitlin Stevens
Integrated Producer: Roy Kim