The campaign is about pushing TV culture forward and exposing conversations that take place in the privacy of our living rooms but are unbeknownst to us. Through everyday inanimate objects that may be collecting dust on our shelves, we can bring these subjects magically to life. But what do such objects talk about? Who are they, and what’s going on in their world? We reveal this through the voice over and topic of debate, as well as the art direction, lighting, sound, and music for each genre of series.
These are natural environments, based on real places, not at all gimmicky or put there to support the joke. Who would display football trophies? Is it a former washed-up athlete who likes bling and fast cars? Are the Porcelain figurines owned by an old widow who fancies lace doilies and tea sets? Who’d have a chess set? Maybe a literature professor with loads of leather bound books and posh chairs? Each spot will be as unique as the space in which it takes place.
All these elements lead to our “got it” moment in the last frame when we pull back to reveal the figurines are in fact, watching HBO.