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 a second time when we created the digital Cube for banners and microsites). 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 – films and clips connecting the Cube films – created different plots and scenes to connect the Cube films.

The integrated campaign, centered on the website, and including digital versions of the Cube, created a tremendous amount of buzz and excitement. The 14-foot Cube played two distinct films and appeared in three major cities. Thousands of people turned out for all three Cube events, which drove hundreds of thousands of unique visitors to the campaign website – with 70% of users recommending it to friends. Subscriber and non-subscriber 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.

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 view of the film’s characters and plot. Only by watching all sides do viewers see the truth. Two distinct films were specifically choreographed for the Cube. The films stood on their own as an innovative cinematic experience; yet when viewers continued the experience online, the films were revealed to be connected parts of a larger narrative experience. In this way, the Cube installations perfectly embodied both the brand and the message.