Drive Season 2
Tune-In
HBO and Max needed to build anticipation for the Season 2 premiere of House of the Dragon — the most-watched series return in HBO history. The fan base was already divided: Team Green vs. Team Black.
We saw an opportunity to turn that rivalry into an engagement mechanic. Instead of a passive trailer ad, we designed an experience that asked viewers to take a side before they watched.
Pick a Side
The Targaryen civil war isn't just a plot point — it's a cultural conversation. Fans already identify with a faction. We leaned into that by making allegiance the entry point to the ad experience.
By letting users choose their house first, we transformed a standard mid-roll placement into a personal, interactive moment. The video they watched felt earned — because they chose it.
Team Green
Pledge for Aegon II. Viewers who chose Team Green were served a trailer highlighting the Hightower claim to the Iron Throne — power, tradition, and the weight of legitimacy.
Team Black
Pledge for Rhaenyra. Viewers who chose Team Black were served a trailer following the rightful heir's fight — dragonfire, loyalty, and the cost of war.
Creative Problem Solving
Platform Constraints
Building a branching video experience within standard ad platform limitations required creative engineering — conditional video loading, seamless state management, and fallback paths for every scenario.
Always-On Branding
The HBO/Max logo, tune-in date, and interactive prompt remained visible throughout — maintaining brand presence without disrupting the immersive trailer experience.
Atmospheric Design
Ember particles, faction-colored glows, and dark cinematic tones brought the world of Westeros into the ad unit — making the experience feel native to the show's visual identity.
Cross-Platform Experience
Designed to scale seamlessly across desktop, tablet, and mobile, ensuring the interactive narrative remained immersive on any device.
