HBO / Game of Thrones
‘For the Throne’ Campaign
The Game of Thrones Season 8 campaign was a high-stakes, global initiative that demanded tight coordination across a complex matrix of internal + external partners — including Tech, Editorial, Content, Design, Social, Video, Legal, International, Experiential, Events, Emerging Tech teams + three agencies.
I was responsible for ensuring that all digital extensions of the integrated campaign launched flawlessly — on time, on budget + in sync with broader brand efforts.
The Season 8 campaign centered on honoring the show’s devoted fanbase, bringing them into the story through innovative global activations, immersive digital experiences + unforgettable real-world moments.
Fanthem Launch Video
The centerpiece of the Season 8 campaign was the “Fanthem” video — a global fan tribute featuring over 100 user-generated submissions. As Senior Producer, I managed the complex clearance process across all contributors, navigating fast-moving rights + approvals under a three-day deadline. I partnered closely with Legal + Content teams to deliver final, fully cleared assets to Video, ensuring a smooth + on-time launch.
Throughout the Season 8 campaign we asked fans: “What Will You Do For The Throne?” We encouraged fans to participate in all of the carefully crafted integrated elements in order to increase fan excitement + involvement, as well as encourage rewatches of older seasons ahead of Season 8’s premiere.
What Will You Do For The Throne?
-
#BingeForTheThrone
Worked with our internal Social team and Twitter to secure celebrity fans (T-Pain, Kristin Chenoweth, Aaron Rodgers, Jimmy Kimmel) of the show to discuss select episodes of GoT seasons. Shoots were scattered across the country, so I had to figure out complex logistics behind shipping 300lb. Iron Thrones to 4 locations, as well as prop securement, production timelines and overall shoot budgets. The campaign had over 51.4m impressions, 25.8m video views and 309k likes.
-
Quest For The Throne
This campaign element included coordination of complex global location logistics, management of the vendor’s 360 video production, asset shipping and delivery, collaboration with Legal to establish participation + winner parameters, as well as work with Editorial and Social teams to ensure coverage. Through 4K 360 videos and hidden clues in each, fans were able to travel 2.9 miles to find each hidden throne across the world across 6 weeks — in record time to secure tickets to the S8 NYC premiere.
-
Create For The Throne
Worked with the GoT props team based in Ireland to have real show props produced and shipped in the off-season to select fan artists. I also worked with an external agency and internal Design team to craft prop photoshoots, custom hard-cases and participation notes. Also worked to ensure safe delivery and storage of the props and final works. The artists interpreted each piece in their own artistic style. Final artwork was also displayed at the GoT S8 premiere in NYC.
-
ForTheThrone.com
Executed a global landing page in multiple languages per region. The page detailed what you could complete For The Throne and was created through collaboration with our internal team for UX and design and an external vendor for development. The landing page took you to participate in each element of the wider For The Throne campaign, which included “Quest for the Throne,” “Bleed for the Throne,” and “Create for the Throne.”
Bleed for the Throne @ SXSW
Worked in conjunction with our Experiential vendor + the Red Cross to stand up a digital destination where both global fans and SXSW attendees could sign up for an immersive blood drive experience created for Season 8 at SXSW. 350k+ blood donations were delivered across the U.S. alongside a 12% uptick in donations.
Industry Awards
Grand Prix Clio
Bleed For The Throne
Grand Prix Clio
S8 Integrated Campaign
Gold Clio
Quest For The Throne
Silver Clio
Create For The Throne
Season 8 Content
To sustain momentum during premiere week, HBO released a wave of social-first content designed to extend the buzz around Season 8.
Throughout the season, surprise collaborations + episodic updates rolled out across Game of Thrones’ digital platforms — fueling ongoing fan excitement + real-time conversation.
Collaborated with internal teams across Content, Editorial, Video, Social + Events to produce a red carpet coverage video for the final season, featuring a custom-built set + original concept. I led creative direction alignment, coordinated with design + production teams + managed final asset delivery across departments. The fresh, innovative take on red carpet coverage garnered 4.2M+ views on YouTube.
HBO partnered with Jimmy Kimmel Live! to produce “Confessions on the Iron Throne,” a special segment filmed on Hollywood Boulevard. I coordinated directly with the show’s production team to manage cross-country delivery of the Iron Throne from NYC → LA + worked closely with HBO’s Legal team to handle participant release forms. The final video garnered 448K+ views on YouTube.
Beautiful Death
HBO continued its celebrated partnership with artist Robert Ball for Season 8’s Beautiful Death series. I oversaw the end-to-end production process — including talent contracting, sketch delivery, internal approvals + the timely launch of each final artwork.
-
GoT Viewer's Guide
Partnered across Tech, Design, Content + Photo to launch exclusive, spoiler-safe episodic content for the Emmy-winning Viewer’s Guide.
-
HBO.COM
Oversaw Production team to ensure execution + weekly launch of episodic updates + upkeep to the GoT pages living within the HBO.COM ecosystem.
