HBO - Peacemaker Interactive Trailer

What do you do when you have 20 minutes of John Cena’s time in front of a green screen? Capture the man in action and build an interactive, experiential website around him, of course.

That was the challenge when HBO Max came calling to promote the launch of Peacemaker. With a narrow window on set with Cena, my team and I developed a high-impact, digital-first activation designed to drive subscriptions and eventize the launch in a way that felt as wild and unpredictable as the show itself.

Enter: “The Do’s and Don’ts of World Peace”, a choose-your-own-adventure interactive trailer... set in a trailer. Users were dropped into Peacemaker’s chaotic world, guided by the man himself. Nine custom content hotspots featuring exclusive sneak peeks, easter eggs, and even Peacemaker’s Spotify playlist, encouraged deep fan exploration.

The experience was amplified through targeted email, social, and digital campaigns, driving 141,183 Spotify followers and user sessions averaging 3:51 minutes, with most fans clicking at least four hotspots to unlock more content.

The show’s premiere became HBO Max’s biggest single-day performance in platform history, and Peacemaker went on to become the most in-demand streaming series in the world.

The campaign earned GOLD and SILVER Promax Awards for Talent Influencer Integration Using Social Media, and was honored on the Clio Awards shortlist, cementing its place as a standout in entertainment marketing and experiential design.