When you’re asked to advertise the network responsible for some of the best stories on television, the bar is high, if not insurmountable. So rather than attempt to make yet another advertising campaign that could never be as compelling as the shows HBO ultimately creates, we decided to follow in HBO’s own footsteps, skip the ads and, instead, tell stories. Stories that would never appear on the network, but would rather be projected onto the side of a building in NYC’s lower east side. Over the course of three nights, people stood out in the rain to peer into the world of eight interconnected stories that unfolded within the confines of a single New York apartment building. And when the installation was finished, people went online in droves to find even more.


The project was awarded two Grand Prix and five gold lions at Cannes.


Director: Jake Scott