Sky: House of the Dragon

House of the Dragon UK Premiere.

SKY ENTERTAINMENT

The House of the Dragon launch project started back in March 2022 when Heart won the opportunity to produce the event after a creative pitch against competitor agencies. Sky’s objectives from the outset were to generate maximum excitement for the launch and reach as many fans around the world as possible.

As part of this wider strategy, Heart were tasked with putting on a showpiece premiere that would be the ‘jewel in the crown’ of the wider marketing campaign. Over the following months, as cast and crew were confirmed, the date of the premiere was set - leaving 10 weeks to plan and build the event.

The Brief.

To achieve this, Heart took over the entire location, including the nearby cinemas. Within the gardens, Heart constructed the largest freestanding structure ever to appear at Leicester Square, which served as the perfect backdrop with the famed Iron throne at its base. The construction also had a giant high-resolution screen that, when not in use, seamlessly merged into the backdrop to provide a digital window into Westeros, complete with flying dragons. In addition to the main stage, Heart constructed a life-size castle entrance with pyrotechnics, providing the cast and guests with an epic entrance moment for the press, befitting the shows Kings and Queens.

The Solution.

One of the key objectives for Heart was to open the premiere up to its international fan base. In answer to this challenge, Heart designed a virtual element for the premiere. With multiple dedicated screens along the red carpet, we were able to showcase fans from across the globe, allowing them the opportunity to walk the red carpet and interact with talent from the comfort of their own homes. Using the big screen on the main stage, we also provided a few lucky fans the opportunity to put questions to the cast.

Another paramount ambition for Heart and a non-negotiable remit of our clients at Sky, was to make this premiere as sustainable and environmentally friendly as humanly possible. Sky has a zero-waste policy, and this was adhered to at every point in the planning and execution of the event. All branding was printed on the latest plastic-free recyclable materials, everything was sustainably sourced, and Heart ensured all materials had transparent provenance. The large set pieces were of wooden and steel construction, 3D logos were made from wood, fabric wrapping used over traditional foam board. Everything was carefully considered, from digital tickets to reusable cable ties holding branding in place - even the red carpet itself was donated to charities after the event.

The franchises creators, Art Directors, HBO, Sky and in particular the millions of detail obsessed fans around the world would not accept compromising the standards of the show. The importance of the show’s legacy added a layer of pressure that Heart had to rise to. With multiple stakeholders for the franchise located around the globe, and our tight deadline before the event, the sign off procedure for the event and all assets had to be meticulously planned.