HBO / Westworld
‘Free Will Is Not Free’ Campaign
Led the strategic operations + execution of complex digital components supporting a highly integrated, narrative-driven launch.
My role was to ensure all deliverables met Jonathan Nolan + HBO’s high creative standards while being delivered on time + within budget.
Anchored by the provocative tagline “Free Will Is Not Free,” the campaign demanded close collaboration with Bad Robot, Kilter Films, the showrunners, two agencies + HBO’s internal teams.
Together, we developed custom digital experiences that evolved in real time — mirroring in-story developments + deepening audience immersion with each episode.
Immersive Digital Experiences
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Incite, Inc.
Originally built to promote an in-story data collection and analysis company. Incite included the latest tech (AI, mood enhancers, etc.) from the company, but as the show itself progressed (and as the founder lost control), so did the site. The site would self-destruct and reveal hidden info about the Maze, RICO + an encoded audio note from Dolores.
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Delos Destinations
Delos Destinations was built for the consumer to make their own reservations to visit to any of the show’s featured parks. As hosts took over the parks in-show, you could no longer make reservations and the entire system went offline. Our chatbot, “Aeden” also went offline (try deciphering a hidden message) + a new “WarWorld” park was added to tease Season 4.
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Delos Incorporated
The corporate site of Delos Incorporated (parent company of Delos Destinations and financier of Westworld) was updated to include various integrations of custom 3D renderings of the robotics featured in the show. The site also received further Easter Egg branding and a refresh of company values to reflect the acquirement of the entity by Incite, Inc.
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WarWorld
WarWorld was added as a new park within the Delos Destinations ecosystem to tease the new park being featured in Season 4.
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Make Money Motherfuckers
Promotes the RICO app featured in the show. To unlock the site, viewers had to retrieve the password from Incite, Inc.
Industry Nominations
2020 Interactive Emmy Awards
Season 3 Premiere
In addition to campaign work, I virtually produced the Season 3 red carpet premiere video for Westworld, collaborating with director Mark Leibowitz + internal teams across Social + Content.
I managed creative direction in collaboration with our Social + Content teams, event logistics, budget oversight + asset delivery — all while navigating the unprecedented onset of the pandemic.
Despite the disruption, I ensured production stayed on track + the final video was completed + launched without delay.
