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

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. 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.

Premiere Event Design

ACE Hotel NYC Reception
Independently conceptualized and executed an immersive premiere experience:

• Transformed entire venue to reflect the show's distinctive aesthetic
• Coordinated series wardrobe integration with actors in attendance
• Created custom Red Queen-inspired cocktail menu and themed gift bags
• Curated soundtrack and designed comprehensive branded experience

Experiential Activation

Manhattan Street Campaign
Led visual direction for studio for a striking urban intervention:

• Coordinated hundreds of performers in custom White Rabbit masks
• Executed synchronized "swarms" throughout Manhattan streets
• Directed large-scale projections featuring the show's signature assassin character
• Created integrated projection mapping that connected to digital destinations
• Generated numerous organic social media moments

Digital Integration

Immersive Online Experience
Collaborated on digital extensions mirroring the show's world:

• Designed mysterious storefront website reflecting the series' casino bar setting
• Developed interactive "potion shop" experience featuring Red Queen's territory
  
• Connected street projections to campaign URLs for seamless user journey
  
• Integrated narrative elements throughout digital touchpoints:

︎︎︎ Street-level projection installations
︎︎︎Live-action events
︎︎︎Interactive website experiences
︎︎︎IP-based merchandise program
︎︎︎Digital content rewards for fan engagement
︎︎︎Coordinated social media activation


Campaign Performance

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