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2020 ADC Awards - Typography

His Dark Materials "Personal Daemons"

Agency 360i / New York + HBO / New York

Client HBO
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Annual ID

ADC_TYP20_037M

About the Work

In HBO’s His Dark Materials, based on Philip Pullman’s trilogy, every human has a “daemon” companion, an animal-manifestation of their soul. To promote the season finale, we brought the show to life in an authentic way: We surprised superfans with one-of-a-kind “Personal Daemons”. Sculptor Kate MacDowell handcrafted species in her signature style of ghostly bone-colored porcelain, which we then individually assigned to each influencer based on their unique Twitter/Instagram persona, consisting of interests/activity. The figurines were each hand-delivered in an intricate wooden box: laser-engraved illustrations painted a highly detailed picture of the daemons, while descriptions outlined their characteristics. A quote from the epic poem “Paradise Lost”, which inspired the trilogy, embellished the rim in a specifically designed historical serif font. As season one is set in Edwardian-era-style Oxford, the capital of academia, the typeface was inspired by Old English Script. Multiple twists and turns reflected the world’s nooks and crannies and mysteries, creating a fantastical look and feel. Influencers were also gifted a podium engraved with their name and a personal letter explaining why they received their specific daemon. The unparalleled personal and sculptural detail immersed recipients into the His Dark Materials multiverse – the best gift of all.