Peacock's 'Those About To Die': The Chariot Race

San Diego Comic-Con 2024

To celebrate the premiere of Peacock’s ‘Those About to Die’ — an epic historical drama set in the corrupt world of Ancient Rome's chariot racing and gladiatorial fights — we crafted an immersive experience at SDCC that brought fans into the heart of the action.

Upon entering through a grand arch modeled after the historic Circus Maximus, guests were welcomed into a Betting Tavern inspired by the series. Here, they were divided into five teams by costumed Brand Ambassadors, who set the stage for the interactive adventure. An actor portraying the Master of Games guided each group, encouraging them to strategize and create team chants.

Fans then stepped into the Circus Maximus arena, where they took turns racing chariots on a sophisticated, custom-built slot track, with live commentary heightening the excitement. The thrill of the competition was enhanced by sound effects of cheering crowds and the rumble of galloping horses, creating 4D-style vibrations that could be felt throughout the venue.

For those waiting in line or passing by, the commentary, cheers, and effects created a compelling audio experience that captured attention in the Gaslamp Quarter. After five races per session, participants exited through a photo op with a life-sized chariot and received a commemorative gold chariot pin.

To ensure a seamless experience, we implemented timed ticketing, which sold out within minutes, and managed a standby line to maximize throughput while minimizing wait times. The activation was fully ADA-compliant, ensuring inclusivity for all fans. True to the show's theme, each morning began with a drummer summoning fans to the races, while a marching band clad in full Legionnaire costumes performed ahead of the 2024 Olympic Games Opening Ceremony in Paris. This historic moment was streamed live on a massive LED display above the activation, creating a powerful juxtaposition between ancient Roman spectacles and modern athletic grandeur, and offering fans on the street a thrilling and captivating moment.

Named one of the best activations at SDCC, The Chariot Race was designed not only to raise awareness of the show and attract new viewers but also to immerse and reward existing fans of Those About to Die and enthusiasts of Ancient Rome.

Creative Agency: Campfire