HBO has a long history of programming that is deeper, richer and more unexpected than any other network’s. They needed outdoor advertising that reflected their unique brand of storytelling, spoke to fans and non-fans alike, and cemented their position as leaders in creative storytelling, while encouraging people to connect deeper with the brand.

The Cube started as an idea – literally something that has never been done before. We worked tirelessly with production partners to create the medium itself. And we wrote for months, trying to find stories that worked from four sides, and that we could pull off in a convincing way. The project also grew as an online experience – connecting the films - creating different plots and scenes, to connect the Cube films. And lastly, it developed into the digital realm – where the Cube could be manipulated and experienced in a whole new way.

The multimedia push created much buzz and excitement. The 14-foot cube appeared in three major cities. Thousands of people turned out for all three Cube events. The events were well attended and drove hundreds of thousands of unique visitors to the campaign website – with 70% of users recommending it to friends. Subscriber and nonsubscriber impressions of HBO as “innovator” rose over 30 percent, and The New York Times said that the Cube campaign set a new bar in interactive fiction.

The HBO Cube is a first-of-its-kind outdoor film event, embodying HBO's DNA of innovative storytelling. The Cube shows four sides of a story simultaneously – each side providing a different perspective of the film’s characters and plot. Two distinct films, “Art Heist” and “The Affair,” were specifically choreographed and created for the Cube and were revealed to be connected parts of a larger narrative experience on the campaign website. The Cube and the integrated campaign embody the “It’s more than you imagined” message, allowing fans and non-fans to engage, and stand as a testament to HBO’s commitment to innovative storytelling.