HBO MAX’S GOSSIP GIRL
HYBRID IRL/VIRTUAL CAMPAIGN
Bringing New York's“It” crowd togetherfor the social eventsof the season.
Client
HBO Max
Market
New York
Line Of Business
Originals Marketing
Snapshot
VIP Fashion Show + After Party, Strategic Partnership, Livestream, Influencer Gifting, Pop-up Experience
HBO Max partnered with Industria Creative to celebrate the premiere of the GOSSIP GIRL reboot.
We kicked-off with a chic fashion show, where party-goers included everyone from fashion designer Phillip Lim to TikTok star Noah Beck, socialite Nicky Hilton Rothschild and actress Dorothy Wang, among other style arbiters and cultural tastemakers.
Guests were treated to a runway show by luxury fashion house Monse, celebrating their rebellious expressions of the classic private school uniform, modeled by a diverse lineup of nonconforming models, including Slick Woods.
After an exclusive screening of the first episode, everyone made their way to a glittering fête on the 1Hotel Brooklyn Bridge rooftop where DJ Stiletto cranked out the beat late into the night.
To further hype the series, the world watched the night unfold through social media and a Times Square takeover that featured a livestream of the event, and a Fashion Exclusive that we produced.
Keeping the GOSSIP GIRL buzz alive into the Fall, HBO Max hosted its #XOXOFriendsgiving for the cast and influencers that later opened to the public. Taking over a five-story townhouse, guests experienced exclusive giveaways and a ton of content creation.
Our drag brunch was a highlight – it was hosted by New York City nightlife icon Susanne Bartsch with legendary DJ Kevin Aviance. It happened to be guest Amanda Lepore’s birthday, so we surprised her with a cake. In true Amanda Lepore fashion, she responded with an impromptu striptease.
Friendsgiving garnered over 500 million impressions; and when GOSSIP GIRL premiered, it became the #1 most-watched HBO Max Original series since the platform launched.
