ALICE MINISERIES LAUNCH CAMPAIGN
MULTI-CHANNEL EXPERIENTIAL CAMPAIGN FOR RHI ENTERTAINMENT IN COLLAB WITH NBC AND SYFY
Campaign Overview
Served as Art Director for RHI/Sonar Entertainment (now Halcyon Entertainment) on a high-impact experiential marketing campaign for SyFy's ALICE miniseries premiere. Working in collaboration with SyFy and agency partners, helped transform Manhattan into a surreal wonderland through street-level activation, digital engagement, and social media integration. The campaign created a viral phenomenon that captured public imagination and drove significant viewer engagement.
Premiere Event Design
Independently conceptualized and designed an immersive premiere reception at the ACE Hotel NYC for RHI:
- Transformed the entire event space to reflect the show's distinctive aesthetic
- Coordinated with costume department to feature actors in series wardrobe
- Created custom cocktail menu inspired by The Red Queen's signature drinks
- Curated soundtrack featuring music from the series
- Designed exclusive themed gift bags for attendees
- Delivered a fully immersive experience that brought the show's world to life
Experiential Activation
Contributed to the conceptualization and execution of a striking urban intervention that brought the series' aesthetic to life:
- Hundreds of performers in custom white rabbit masks styled after the series' costume design
- Synchronized "swarms" throughout Manhattan streets
- Large-scale urban projections featuring the show's signature assassin character, the White Rabbit, in dynamic running sequences
- Integrated projection mapping installations that revealed the campaign's digital destination
- Created numerous social media-worthy moments that drove organic sharing
Served as Art Director for RHI/Sonar Entertainment (now Halcyon Entertainment) on a high-impact experiential marketing campaign for SyFy's ALICE miniseries premiere. Working in collaboration with SyFy and agency partners, helped transform Manhattan into a surreal wonderland through street-level activation, digital engagement, and social media integration. The campaign created a viral phenomenon that captured public imagination and drove significant viewer engagement.
Premiere Event Design
Independently conceptualized and designed an immersive premiere reception at the ACE Hotel NYC for RHI:
- Transformed the entire event space to reflect the show's distinctive aesthetic
- Coordinated with costume department to feature actors in series wardrobe
- Created custom cocktail menu inspired by The Red Queen's signature drinks
- Curated soundtrack featuring music from the series
- Designed exclusive themed gift bags for attendees
- Delivered a fully immersive experience that brought the show's world to life
Experiential Activation
Contributed to the conceptualization and execution of a striking urban intervention that brought the series' aesthetic to life:
- Hundreds of performers in custom white rabbit masks styled after the series' costume design
- Synchronized "swarms" throughout Manhattan streets
- Large-scale urban projections featuring the show's signature assassin character, the White Rabbit, in dynamic running sequences
- Integrated projection mapping installations that revealed the campaign's digital destination
- Created numerous social media-worthy moments that drove organic sharing
Digital Integration
Collaborated on the development of digital extensions to the physical campaign:
- Immersive website designed as a mysterious storefront, mirroring the show's casino bar setting
- Interactive "potion shop" experience where fans could explore products featured in the Red Queen's territory
- Integrated narrative elements from the show into the digital experience
- Connected street-level projections to digital destinations through prominent display of campaign URLs
Integrated Campaign Elements
The comprehensive campaign included:
- Street-level projection installations
- Live-action events
- Interactive website experiences
- IP-based merchandise program
- Digital content rewards for fan engagement
- Coordinated social media activation
Role & Responsibilities
As Art & Photography Director at RHI Entertainment:
- Led solo design of premiere event at ACE Hotel NYC
- Collaborated with SyFy and agency teams on creative development
- Contributed to visual direction of experiential elements
- Supported integration across physical and digital channels
- Helped ensure brand consistency throughout campaign execution
- Participated in development of interactive digital components
The campaign successfully translated the surreal world of ALICE into a multi-layered experience that seamlessly blended physical and digital elements, generating substantial engagement and social buzz while driving awareness for the series premiere.
Campaign Performance
The integrated campaign delivered exceptional results
:- Generated 100 million total impressions
- Achieved 2.4 million page views
- Garnered over 10 million Twitter impressions
- Created substantial earned media coverage
- Drove significant buzz for series premiere
Collaborated on the development of digital extensions to the physical campaign:
- Immersive website designed as a mysterious storefront, mirroring the show's casino bar setting
- Interactive "potion shop" experience where fans could explore products featured in the Red Queen's territory
- Integrated narrative elements from the show into the digital experience
- Connected street-level projections to digital destinations through prominent display of campaign URLs
Integrated Campaign Elements
The comprehensive campaign included:
- Street-level projection installations
- Live-action events
- Interactive website experiences
- IP-based merchandise program
- Digital content rewards for fan engagement
- Coordinated social media activation
Role & Responsibilities
As Art & Photography Director at RHI Entertainment:
- Led solo design of premiere event at ACE Hotel NYC
- Collaborated with SyFy and agency teams on creative development
- Contributed to visual direction of experiential elements
- Supported integration across physical and digital channels
- Helped ensure brand consistency throughout campaign execution
- Participated in development of interactive digital components
The campaign successfully translated the surreal world of ALICE into a multi-layered experience that seamlessly blended physical and digital elements, generating substantial engagement and social buzz while driving awareness for the series premiere.
Campaign Performance
The integrated campaign delivered exceptional results
:- Generated 100 million total impressions
- Achieved 2.4 million page views
- Garnered over 10 million Twitter impressions
- Created substantial earned media coverage
- Drove significant buzz for series premiere
