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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.


  • HBOClient
  • Brian GartsideDesign Director
  • Brittany EllisonArt Director
  • Carissa RanelyckeHead of Integrated Production
  • Chantille SaundersProject Manager
  • Christian NapolitanoCopywriter
  • Doug MurrayCreative Director
  • Frank CartagenaExecutive Creative Director
  • Hannah KingSenior Manager, Influencer Marketing & PR
  • John KinsellaHead of Graphic Studio
  • Kristin MaverickVP, Social and Influencer Marketing
  • Kristina KaneExecutive Producer
  • Melissa CohenProject Director
  • Menno KluinChief Creative Officer
  • Nicole RousseauGroup Account Director
  • Renee SchiavoneAssociate Manager, Social Marketing
  • Robert GeorgeSenior Copywriter
  • Scott SlatteryVP, Influencer Marketing & PR
  • Sophia DelPlatoDesigner
  • Spice WalkerStrategist
  • Taylor RobertsArt Director
  • * 360i
  • * Peter WoodGroup Director, Social Creative Lab
  • * Remy RaphaelAssociate Account Director
  • * Maxine ReyerProducer
  • * Sage LuceroCopywriter
  • * Stephanie CarusoSocial Strategist
  • * Andrew HunterCreative Director
  • * Adrienne DarnellSenior Producer
  • * Greer ManningAccount Manager
  • * Sam ShepherdExecutive Creative Director
Annual 2020 ShortlistHis Dark Materials "Personal Daemons"Direct Mail Project featured: on 11th March 2020 Contributor:

360i has been a Contributor since 25th November 2015.

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His Dark Materials "Personal Daemons"