MULTICHANNEL EXPERIENTIAL CAMPAIGN FOR RHI ENTERTAINMENT IN COLLAB WITH NBC AND SYFY

SITUATION

Served as Art Director for RHI/Sonar Entertainment (now Halcyon Entertainment) on a high-impact experiential marketing campaign for SyFy's ALICE miniseries premiere. Transforming Manhattan into a surreal wonderland through street-level activation, digital engagement, and social media integration, we created a viral phenomenon that captured public imagination and drove significant viewer engagement.


TASK

Transform the ALICE miniseries from just another TV premiere into a viral cultural phenomenon. The challenge was creating an integrated campaign that would work across Manhattan street-level activation, digital engagement, and premiere events to drive significant viewer engagement and earned media coverage.

ACTION

I led creative direction on a comprehensive experiential campaign that transformed Manhattan into a surreal Wonderland:

Street Activation: Coordinated hundreds of performers in custom White Rabbit masks executing synchronized "swarms" throughout Manhattan, supported by large-scale projections featuring the show's signature characters and projection mapping connected to digital destinations.

Premiere Event: Independently conceptualized and executed an immersive ACE Hotel NYC reception, transforming the entire venue to reflect the show's aesthetic with series wardrobe integration, custom Red Queen cocktail menu, themed gift bags, and curated soundtrack.

Digital Integration: Developed mysterious storefront websites and interactive "potion shop" experiences that mirrored the series' world, creating seamless user journeys from street projections to digital engagement.


RESULTS

• 100 million total impressions
• 2.4 million page views
• 10+ million Twitter impressions
• Heavy earned media coverage
• Significant series premiere buzz