We reimagined the iconic HBO static, the white noise, as an opening to a universe where anything can happen. We then brought this massive world to life on Instagram.

Infinitely detailed images of our newly created static were posted for three HBO shows and acted as entryways into different show-specific labyrinths. Fans explored the static by choosing different paths, in the form of profile tags, guided by their knowledge of HBO’s extensive lexicon.

As they advanced deeper, the static revealed its true fabric.

To accomplish the feeling of immersion, we created elaborate pieces of art that resembled the HBO static from a distance. Upon moving closer, the details came to life.

We recreated the HBO static on Instagram using a highly detailed, mosaic-like visual device. Instead of black and white dots, the fuzz was comprised of iconic details from each respective show. For instance, the Game of Thrones static was made from a wall of White Walkers. Silicon Valley’s was made of binary code and drug paraphernalia. The compositions were pieces of art themselves and also functioned as something that begs for further inspection and diving into.

Fans explored the static by choosing different paths in the form of Instagram profile tags, each one a clue to guide the explorer through HBO’s extensive lexicon.

Upon tapping an initial image, users were prompted with a number of tags, which each deep-linked to either a dead end and Easter egg of video content featuring Erlich Bachman and John Oliver or to a subsequent “clue,” which got them one step closer to the grand prize.

Throughout the two weeks the game was live, the campaign garnered 5.5M impressions, over half of which were earned. Out of the nearly 100,000 fans who stopped scrolling through their Instagram feeds to play, nearly 4,000 made it all the way to the end. Just accounting for those who finished, people spent over 30,000 minutes playing the game and interacting with the HBO brand. Even with all the twists, turns, and possible dead ends, HBO’s most rabid fans managed to finish each journey in under nine minutes.