To promote the second season premiere of HBO's comedy hit series, High Maintenance, The Gathery developed and produced a highly inventive out-of-home stunt that transformed New York City's ubiquitous steam vents into giant glowing joints. The one-day activation was installed in three high-trafficked city locations including Union Square, the Meatpacking District and Williamsburg. Throughout its duration, ambassadors dressed in a similar style as the show's marijuana-dealing protagonist, distributed over 10,000 clever premiums inclusive of branded rolling paper and lighters. The initiative was targeted at re-engaging the series with the current fan base and to entice curiosity among those who have yet to discover the show.
Brand Strategy and Planning
Event Production and Management
Casting and Styling
Video and Photo Production