HBO

High Maintenance

January 2018

To promote the second season premiere of HBO's comedy hit series, High Maintenance, The Gathery developed and produced a highly inventive out-of-home stunt that transformed New York City's ubiquitous steam vents into giant glowing joints. The one-day activation was installed in three high-trafficked city locations including Union Square, the Meatpacking District and Williamsburg. Throughout its duration, ambassadors dressed in a similar style as the show's marijuana-dealing protagonist, distributed over 10,000 clever premiums inclusive of branded rolling paper and lighters. The initiative was targeted at re-engaging the series with the current fan base and to entice curiosity among those who have yet to discover the show.

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Brand Strategy and Planning
Creative Direction
Art Direction
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Video and Photo Production