concepting, experiential, Project Management, production
Mr. Robot is a dystopian drama series on the USA Network, centered around a vigilante hacker group known as fsociety. In early 2015, the network’s parent company NBCUniversal challenged my previous agency, ISL, to create a unique and engaging series of promotional campaigns for the series. I was the team lead across the projects, concepting, project managing and being the main client point of contact.
We started with a guerilla marketing stunt at SXSW. The experience not only launched the show to the public, but also promoted the pilot screening at SXSW, ultimately garnering rave reviews and driving interest for the series.
Over the next few weeks, we executed a one-of-a-kind, live-streamed campaign for the show’s linear launch of the premiere season. NBCUniversal was so impressed with the results, they approached us again in 2016 to promote the show’s second season, complete with hacking a real atm and hosting a live stream at NYC’s Story. Each season’s campaign spanned across both the digital and physical spectrums, resulting in an immersive viewer experience that defied client and public expectations.