Severance is a break-out drama on Apple TV+ that captured a fervent fan base and critical acclaim throughout its first season. With season 2 in production, Apple TV+ recognized the opportunity to interact with viewers, reach new fans, and cement Severance as the tentpole series for the brand with its first experiential activation at SDCC.

The assignment was to create a consumer-facing experience at San Diego Comic-Con 2022 that would bring the rich world of Severance to life, dominate social and press coverage, and establish a gold standard for how Apple TV+ does branded activations. With sights set on being the most talked about entertainment brand at SDCC 2022, it was critical the experience spark conversation not only within Comic-Con fandom but extend throughout pop culture as a whole, letting audiences know this is only the beginning for Severance.

To break through the crowded SDCC landscape with a groundbreaking activation for its hit series Severance, Apple TV+ would transform part of the San Diego Hard Rock Hotel into the shrouded and slightly sinister Severed Floor of Lumon Industries. Fans would be invited to explore the rooms of this mysterious office space as an “orientation” for their first day on the job.

Fans would be transported to the center of the Severance universe, lost within an expanded version of the central events of the series. Recognizable touchpoints, easter eggs, and complete immersion into the rich storytelling would leave fans with a sense of participation and ownership of the narrative, deepening their fandom and igniting conversation around this must-see event.

San Diego Comic-Con has grown into a global phenomenon widely recognized as the premier pop culture convention in the world. Apple TV+ understood the opportunity to communicate with a loyal fan base who look for experiences that can only exist at the Con. It was critical to connect with the Reddit and fan-theory obsessed Severance community to ensure an authentic experience.

The brief called for a considered approach in experiential design and interactive programming that would speak to core audiences and create a must-cover moment within the media and entertainment industry. Leaning into the series' details, narrative, and world-building elements, the Severance experience needed to fully immerse even the most diehard fan from beginning to end.

The creative process began with a 360-degree approach to the build, programming, event registration, and interactive content. Maintaining detail and accuracy to the show was paramount to engagement. Working closely with the art department and prop master from Severance, the space was a direct takedown of the iconic sets from the series. Guests became active participants in the worldbuilding, encouraged to explore their surroundings and interact with actors portraying Lumon employees, each with their own unique storyline and objectives. No two experiences were exactly alike.

We built a bespoke, in-world registration process to handle the mass amounts of interest and sign-ups during the event. Once in the queue, personalized employee badges and orientation video set the tone for the experience to come. Never straying from an in-world tone of voice, we recut series footage to create teaser content, igniting interest and buzz across social.

The Severance experience was the most talked about off-site activation at SDCC 2022. Registration slots filled within minutes of going live each morning of the four day experience, with over 400k registration requests logged during the first 10 minutes of day one.

Excitement from attendees and media reached a fever pitch, reaching 75.38M+ social impressions with total media impressions reaching over 13.26 billion. Severance executive producer Ben Stiller, creator Dan Erickson, and top-billed series talent attended the experience, sharing their excitement over the detail and immersion on social to fans around the globe.

Severance received a spike in viewership on platform due to the activation’s ripple effects, introducing the show to a new legion of fans. The experience not only positioned Apple TV+ as a major player in the world of fandom, but expanded the realm of possibility for future branded activations and storytelling everywhere.