
His Dark Materials
After joining His Dark Materials for its second season I was tasked with helping viewers more easily understand the intricacies of this layered fantasy, as well as broaden the audience to a slightly younger demographic and more family-friendly viewership. Throughout my work on the campaign, which extended through to its third and final season, I found creative ways to celebrate the series' source material (the beloved novel trilogy by Philip Pullman) and appeal to both its core audience of readers and new fans.
AR APP
My Daemon
Ahead of His Dark Materials’ second season, HBO wanted to expand the story world of the franchise with an immersive experience that could re-engage Season 1 viewers while building anticipation for, and eventually taking them further inside, Season 2. When the COVID-19 pandemic made in-person activations and fan events impossible to execute, HBO and Framestore set out to create an accessible interactive experience fans could enjoy safely from home.







Video Content
The video created for the show centered on helping audiences understand more about this special world, offering unique behind-the-scenes footage, art, and insight from cast and crew.
Bringing Daemons and Bears to Life
BEHIND THE SCENES
See how the creatures in His Dark Materials are brought to life.
MICROSITE
Daemons and Dust
HBO worked in close collaboration with agency Known and the His Dark Materials showrunners and writers to create DaemonsandDust.com, a storytelling companion site for desktop and mobile which serves as the definitive series guide. His Dark Materials is a rich, fantasy world full of its own rules, artifacts and dimensions, and Season 2 brought even more new characters and discoveries.
DaemonsandDust.com provides clarity and background on the characters, locations, and concepts found in each world through shareable photos, writing, and custom-made graphics and video, for fans new and old to understand and explore the world of His Dark Materials.

SOCIAL ASSET
Episode Teasers
Knowing His Dark Materials had an enthusiastic fanbase from its source material, I conceived of a way to tap into the fandom with special social assets. Released prior to each episode on Twitter, as well as aligned with social trends (ex: National Book Lovers Day) these short videos began with voiceover copy from author Philip Pullman's audiobooks, then merged into a clip from the upcoming episode. Readers were excited to know that a favorite scene was coming, and non-readers were intrigued to tune-in by this glimpse of what was to come.
