Bzzzzt. Ahhh. Switching on HBO Max.
It is not every day your advertising job gives you the chance to give back to something that has always been there for you. Something that makes a real difference in people’s lives. Something that gives strangers something to talk about, and long-term couples the chance to avoid talking altogether.
Yes. Television.
In 2026, HBO Max was the latest streaming service to launch in the UK. And Britain was not exactly crying out for another one.
Luckily, this wasn’t just another one.
It was H-B-freaking-O Max, home of some of the most iconic TV, film and live sport on the planet.
The Sopranos. Friends. Game of Thrones. Curb Your Enthusiasm. Champions League. Harry Potter. The White Lotus. That mushroom zombie one with the guy who’s in everything.
The content spoke for itself. Not particularly helpful when that’s my job.
So all I needed to do was find a way to show off all that brilliant programming without just turning the campaign into one very long and expensive list.
Luckily, HBO Max already had a spokesperson on board: The White Lotus breakout star Aimee Lou Wood. She had just the right chaotic energy to take a traditional presenter format and send it completely off the rails.
Meanwhile, we employed some creative taxonomy to bring together shows you wouldn’t normally put in the same sentence, let alone on the same giant billboard.
There was also a Harry Potter-themed takeover of King’s Cross Station, which was a bit of a gimme, really.
