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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.

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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.

His Dark Materials | My Daemon App
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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.

His Dark Materials | Exploring HDM: Panserbjørne, Magisterium, Gyptians, Spy-flies | HBO

His Dark Materials | Exploring HDM: Panserbjørne, Magisterium, Gyptians, Spy-flies | HBO

The cast and crew of His Dark Materials explain what the Panserbjørn, Magisterium, Gyptians, and Spy-Flies are. Learn more about the world of His Dark Materials at http://daemonsanddust.com. #HBO #HisDarkMaterials Subscribe to HBO on YouTube: https://goo.gl/wtFYd7 His Dark Materials stars Dafne Keen, James McAvoy, Ruth Wilson and Lin-Manuel Miranda. Adapting Philip Pullman’s award-winning trilogy of the same name, which is considered a modern masterpiece of imaginative fiction, the first season follows Lyra, a seemingly ordinary but brave young woman from another world. Her search for a kidnapped friend uncovers a sinister plot involving stolen children, and becomes a quest to understand a mysterious phenomenon called Dust. As she journeys through the worlds, including our own, Lyra meets Will, a determined and courageous boy. Together, they encounter extraordinary beings and dangerous secrets, with the fate of both the living — and the dead — in their hands. Get More His Dark Materials Official Site: http://itsh.bo/his-dark-materials-series Twitter: https://twitter.com/daemonsanddust Facebook: https://www.facebook.com/HisDarkMaterialsHBO/ Stream on HBO Max: http://itsh.bo/hbo-max Get More HBO Official Site: https://itsh.bo/dotcom Twitter: https://twitter.com/hbo Instagram: https://www.instagram.com/hbo Facebook: https://www.facebook.com/hbo His Dark Materials | Exploring HDM: Panserbjørne, Magisterium, Gyptians, Spy-flies | HBO
His Dark Materials | Exploring HDM: Daemons, Dust, Alethiometer | HBO
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.

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@daemonsanddust on Instagram
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