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HBO’s His Dark Materials, a fantasy drama based on Philip Pullman’s trilogy, is set in an alternate multiverse where every human is accompanied by a daemon, an animal-manifestation of their soul. To promote the highly anticipated season finale on December 23rd, we brought the show to life in an authentic way: We surprised superfans with one-of-a-kind “Personal Daemons”.

Sculptor Kate MacDowell handcrafted multiple arctic species in her signature style of ghostly white porcelain, as season one is set in “the North”. We devised a system to individually assign a daemon to each influencer based on their unique Twitter/Instagram persona, consisting of likes/interests/activity. For example: group photos + big following = wolf.

The figurines were each hand-delivered in a beautifully laser-engraved wooden box inspired by the show’s symbol reader. Illustrations and descriptions on all four sides painted a highly detailed picture of the daemon’s personalities. Further additions were a podium engraved with each influencer’s name along with a personal letter explaining why they received their specific daemon. The hyper-personalization and intricate detail elevated an ordinary marketing gift to an early holiday present that immersed recipients into the world of His Dark Materials, which for superfans, was the best gift of all.

Date created: December 2019 2019-12-01T00:00:00+0000
Date published: 9 March 2020 2020-03-09T14:03:53+0000

MADEIT CREDITS

Annual 2020 ShortlistHis Dark Materials "Personal Daemons"Direct Mail Project featured: on 11th March 2020

His Dark Materials "Personal Daemons"

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