To create buzz for Prime Video’s The Boys FYC campaign, we created a one-of-a-kind multiscreen experience at the highest traffic area of the Westfield Century City Mall in Los Angeles for 2 days in April 2023.

The Ask: Create a high-throughput multimedia experience that would bring The Boys gritty storyworld to life for academy voters and fans alike.

To create an FYC experience unlike any other, we built the DreamCube - an immersive, scaleable, modular, extended-reality system. This unique FYC attraction allowed guests to step inside the world of The Boys in vivid color, motion, custom animation, and soundscapes bringing the characters to life before your eyes.

The DreamCube is a 256-square-foot virtual reality room — no headset required. Instead of placing you into a VR headset, the system moves pixels around you at 240 frames per second. It all adds up to a modular, extended reality box that can be dropped into almost any environment.

Our activation represents the first-ever use of DreamCube to bring consumers and academy voters into the storyworld of a film series. To build the storyworld, our team created narrative-based audiovisual content using key art and moments from the series, and fused it with an original music track we produced.

This approach allowed us to efficiently build a location-driven installation and reach thousands of people.

As of July 2023, The Boys received 16 award nominations and counting — including 2 Emmy and 14 Hollywood Critics Association nominations.

The outcomes

By the numbers