Watchmen’s Intrinsic Field Generator (or Dr. Manhattan Booth)
Campfire & The Mill partnered with HBO to launch its marketing efforts at San Diego Comic Con 2019 for Watchmen
| Opportunity
HBO wanted to tease the launch of their upcoming show Watchmen during SDCC ‘19 by leveraging the original IP of the graphic novel while still keeping it fresh for its “remixed” version for the show
| Outcome
We recreated Dr. Manhattan’s Intrinsic Field Generator to give con attendees a taste of what they could expect from the show, without giving away any major plot lines.
Produced with The Mill & Campfire as Lead Producer for HBO
The activation consisted of two identically built booths, almost exact replicas of the prop used in the show, that contained a full-body augmented reality experience inside. Users would step into the booth and undergo the same transformation Jon Osterman went through to become Dr. Manhattan. An email with their video asset and a set of exclusive SDCC Watchmen pins were given to them upon exiting the booth.
The result was a campaign that generated awareness, buzz and press. In total 2,256 attendees experienced the booth (Petco: 1157, 6th & Island Parking Lot: 1099) plus countless others that were exposed to it throughout the con.
The Effect
In addition to the physical installation and the build, we also created the AR filter that happened inside it.
Select Press
My role: Lead Producer
Personal Highlight: Having an actor from a show I love participate in an experience I produced in a convention I once attended as a fan
CREDITS
Brand: HBO’s Watchmen
Production: The Mill Experience/Campfire
Executive Creative Director: Rama Allen
Executive Producer: Desi Gonzalez
Lead Producer: Paula Ceballos
Production Coordinator: Taylor Smith
Production Coordinator: Oliver Schwartz
Account Management: Mike Knowlton
Creative Director: Michael Monello, Nick Braccia
Art Director: Tetsuro Mise
Designers: Felipe Avila
Copywriter: Jennifer Page
Event Producer: William Livermore
Lead Developer: Jimmy Gass
Developers: Yash Kapani, Nick Couret-Chailloux, Lukas Herman
Modeling / Texturing: Alek Vacura, Constance Bensen