November 5, 2026
HBO Max launches a campaign for the hit series The Last of Us
HBO
The challenge
For the launch of the eagerly awaited series The Last of Us, HBO Max faced a unique challenge. How do you promote a series where atmosphere and tension are the key elements? A standard campaign wouldn’t do. The aim was to go beyond informing the young, urban audience and let them feel and experience the series’ post-apocalyptic world. The campaign had to become an unforgettable experience that made the show’s tension tangible in everyday surroundings.
The solution
To create this immersive experience, the most radical and impactful approach was chosen: a complete takeover of Beurs metro station in Rotterdam. CS Digital Media transformed the city’s busiest hub into a lifelike scene from The Last of Us.
Every square metre breathed the atmosphere of the series, through a powerful mix of:
- Impressive wraps: The corridors, platforms and escalators were completely transformed with more than 500 m² of visuals.
- Full-motion digital screens: Travellers were met with gripping moving images from the series on the digital screens.
- A 360-degree experience: From the moment travellers entered the station until they boarded the metro, there was no escaping the oppressive atmosphere.
The result
The result was a campaign that took on a life of its own. Instead of walking past an ad, travellers literally stepped into the world of The Last of Us. This total immersion created very high attention value and stopping power. The visually overwhelming, Instagrammable surroundings were widely shared on social media, generating huge organic buzz and taking the campaign far beyond the walls of the metro station. The launch became a cultural talking point in the city, far more than something people simply saw.
.png)
.png)
