HBO has a history of programming that is deeper, richer and more unexpected than any other network’s. They needed an integrated campaign that reflected their unique brand of storytelling and spoke to fans and non-fans alike.Our solution was a multiplatform campaign themed “It’s more than you imagined.” At the heart of this campaign was The Cube - a first-of-its-kind outdoor film event. The Cube shows four sides of a story simultaneously – each side providing a different perspective of the film’s characters and plot. Only by watching from all sides do viewers see the truth and find out what really happened.

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 14-foot cube and 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 Imagine campaign set a new bar in interactive fiction.

The Cube itself is an embodiment of HBO’s core mission of being creative storytellers, and the “it’s more than you imagined” campaign message. Every perspective of the story shows you something completely new, presenting the story in a totally new light. The Cube films were outdoor spectacles but also served as the beginning of a branded content experience, drawing people in to a world that was “more than they imagined.” In this way, the Cube appealed to fans and non-fans alike and thus was considered a perfect solution.