HBO approached The Mill to develop a virtual activation that celebrated the launch of their hotly anticipated new tentpole series Lovecraft Country and had the ability transport fans into the Lovecraft Country world, whilst in global isolation.
We developed a Social VR Experience like no other. Lovecraft Country: Sanctum is a three-part immersive journey to another dimension. “Travelers” visiting the Sanctum Dimension experienced three different events that are a complement to Lovecraft Country’s themes of socially relevant storytelling and cosmic horror, featuring original content performed by the cast from the series. In the first event, guests explored a mesmeric sculpture garden, with original artworks crafted by Black Afrofuturist artists. In the second, visitors will enter an otherworldly interactive theatre that defies the laws of physics. The third event will focus on an unforgettable musical performance featuring one of today's biggest music stars that will rumble the virtual cosmos. Throughout this social VR experience, guests are able to interact with other Travelers, as well as unlock hidden rooms and challenges that took them further into the dark unknown.
The digital experience made a huge online splash, garnering over 100 press features and 13 million social impressions in the first week alone.
Credits | The Mill:
Executive Creative Director: Rama Allen
Executive Producer: Desi Gonzalez
Experience Director: Aline Ridolfi
Design Director: Sally Reynolds
Technical Director: Kevin Young
Senior Producer: Hayley Underwood Norton
Strategist: Min Wei Lee