She-Ra
NYCC Booth
Experiential
Environmental
Activations
New York City
2018
A booth and fan experience to announce the launch of Netflix and Dreamwork's reboot of the classic series.
Summary
Dreamworks and Netflix were rebooting one of the most famous characters of the 80's and needed to make a splash on the floor of New York Comic Con. They'd purchased prime floor space just inside the main entrance and all that was left was to create an experience to please the character's most ardent fans.
Challenge
After having an unsuccessful engagement with another agency, Dreamworks and Netflix came to us with only 12 weeks till doors opened on the convention. On such a short timeline, even a small misstep could mean the convention doors open on an empty booth space. We have to plan our activations, design art assets, find fabricators, and get the booth delivered to NYC in record time.
Solutions
We worked out the broad strokes quickly so that conversations with fabricators could begin, we found an exceptional local fabrication team that could deliver on our timeline, including an 11 foot 3D printed statue of the show's heroine. While they fabricated, we snipped, stitched, reassembled, took inspiration from, and repainted assets from the show to fit on our large booth walls and backdrops.
Results
With the trucks arriving in NYC just on time, the booth went up and made a huge splash at the convention. Thousands of fans filtered through the immersive walkthrough experience with free exclusive merch for attendees and 3 photo ops featuring locations from the show like Hordak's throne room, Bright Moon Forest, and the Fright Zone training grounds. It immersed fans in the world of the show and kickstarted buzz and excitement for the show. The show launched successfully and ran for 5 seasons before concluding in 2020.