Challenge
House of the Dragon arrived with enormous expectations. As the next chapter in one of HBO’s most iconic franchises, the campaign needed to welcome longtime Game of Thrones fans back to Westeros while making a dense new story feel accessible to a broader audience.
Insight
Before viewers could fully invest in the war, the houses, or the stakes, they needed to understand the people at the center of it. In a world defined by lineage, loyalty, ambition, and betrayal, character was the clearest way in.
Idea
Turn the key players into the entry point.
Rather than leading only with scale and spectacle, the campaign introduced audiences to the characters driving the conflict — giving viewers a fast, engaging way to understand who mattered, what they wanted, and why the battle for power was personal.
Execution
The campaign included a high-engagement Snapchat video that introduced the major players in House of the Dragon to the world, using sharp, accessible character language to simplify a complex ensemble and build anticipation around the premiere.
Role
As Copy Lead, I helped shape the campaign messaging and character-driven copy, translating a complex fantasy world into clear, engaging language that could work across social.