Dungeons & Dragons at SDCC
PARAMOUNT
Associate Creative Director, Copywriter
I copywrote the winning proposal. In production, I led experience scripting and interactive design.
☞ 2022 The Drum Awards: Winner (Brand Activation at a Large-Scale Event)
☞ 2023 Ex Awards: Silver (Best Entertainment Event)
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CHALLENGE:
Paramount needed to generate excitement for "Dungeons & Dragons: Honor Among Thieves" at San Diego Comic-Con. But D&D fans are tough to impress. They're master world-builders and used to immersive gameplay. A traditional Comic-Con experience wouldn't cut it.
INSIGHT:
D&D fans don't just consume worlds. They build them. A passive walkthrough would feel like a downgrade from what they do at their own kitchen tables every week. We needed to make them participants in the story in a huge way.
IDEA:Welcome to the Honor Among Thieves Tavern: a live, interactive theatrical adventure built to make fans feel like they were stepping directly inside a campaign.
Fans embarked on a narrative journey led by the rowdy tavern staff who have seen more than a few adventures in their time.
Along the way, they sampled Dragon’s Brew, discovered numerous Easter Eggs, and encountered a secret, sinister Red Wizard ritual.
The adventure culminated in a massive, destructive show of power by a dragon who hates being locked up inside the tavern.
Don't worry. He likes to roar but he hasn't broken through the tavern's protective charms…
Yet.
RESULTS:
Through theatrical performances, practical effects, and hidden surprises, the Tavern captured the imagination of diehard D&D fans and new audiences alike.
40M+ Social Impressions
17M Global Press Impressions.
All tickets sold out within 3 hours.
