HBO used the trifecta of an outdoor event, web film, and interactive website to display their capabilities in the art of storytelling. Last summer in Manhattan a giant life-sized movie was projected onto the side of Lower East Side apartment building. It appeared to show what was happening inside the individual apartments, with individual inhabitants going on with their domestic activities.

A website was launched with a dedicated blog and a unique web film titled "The Watcher" to add suspense and increase interaction and audience engagement. HBO's effort earned mention in New York Magazine as "brilliant" and "highbrow." One million unique viewers saw the online content in the first three weeks with half of HBO's On Demand customers watching it within the first week. Original