HBO releases a wellness-focused AR app to advertise ‘His Darkish Supplies’

With the second season of “His Darkish Supplies” premiering on HBO on November 16, the community has partnered with artistic studio Framestore to create a brand new iOS and Apple Watch app known as His Dark Materials: My Daemon.

The free app provides followers of the present (and the Philip Pullman novels the present relies on) an opportunity to work together with their very personal “daemons” — the magical animal companions that function an extension of characters’ souls.

“It’s a extremely nice alternative to provide customers and followers of the present the chance to have a daemon companion that’s personalised to them,” mentioned Christine Cattano, Framestore’s international head of VR. “And what higher method to do this than in your telephone, which is a continuing companion to us all?”

Customers are assigned a daemon after taking a easy quiz consisting of questions like “day or evening?” and “above or under?” They’ll then work together with the daemon by offering primary updates on their present state (like whether or not they’re feeling centered or distracted). Based mostly on these updates, the daemon will suggest duties tied to bodily and emotional wellness, like going for a stroll or a run, or watching a film.

As customers carry out extra wellness duties, their daemon turns into happier and more healthy. The app additionally permits customers to go on “journeys,” the place they carry out a collection of (once more, wellness-focused) duties which are tied to the actions of characters on the present.

His Dark Materials: My Daemon

Picture Credit: HBO/Framestore

His Darkish Supplies: My Daemon will be taught extra about your actions by integrating with Apple Well being and Spotify. And it incorporates augmented actuality by permitting you to look at animations the place you daemon interacts with the world round you. You’ll be capable to share your companion interactions on social media, as effectively.

HBO’s vp of program advertising and marketing Emily Giannusa famous that the unique plan was for “giant, actual world activations.” In any case, Framestore didn’t simply work on visible results for the precise “His Darkish Supplies” present. It additionally collaborated with HBO to develop “Past the Wall,” a digital actuality expertise tied to “Sport of Thrones,” in addition to Magic Leap GoT expertise known as “The Lifeless Should Die,” which had been each accessible by way of installations in flagship AT&T shops. (AT&T owns HBO’s guardian firm WarnerMedia.)

However given the pandemic and the necessity for social distancing, HBO and Framestore knew they needed to take a unique strategy, so Giannusa mentioned they got here up with one thing that would “delight [fans] whereas they’re at house” — and that ought to attain a a lot bigger viewers within the course of.

What do you think?

Written by Sourov


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