HBO Max x Minx

Minx, one of HBO’s newest titles as of March 2022, is set in the wild and glamorous backdrop of 1970’s Los Angeles. The series centers on a well-meaning yet overly judgmental young feminist, Joyce, who joins forces with a low-rent publisher, Doug, to create the first erotic magazine for women, with a female empowerment twist.

To help smash the patriarchy, HBO Max came to us to launch an integrated marketing campaign designed to boldly introduce Minx as everyone’s next binge-worthy favorite, encourage conversation and tune-in for the premiere, and aggressively target genre fans off- and on-platform.

We partnered with Crave to utilize their existing Build-A-Vibe airstream and created a physical centerfold photo moment that places participants in sets pulled straight from Joyce’s mind—complete with a mustachioed professional photographer and photo-printing on-site.

The activation took place at the Hollywood Roosevelt during HBO Max’s official premiere screening after-party, Venice Beach, and West Hollywood encouraging and empowering attendees to choose their pleasure and strike a pose in this multi-day pop-up.