How We Created Immersive Hype for The Last of Us Season 2

Following the global success of The Last of Us Season 1, anticipation for the next chapter was immense. Ahead of Season 2’s premiere on April 14, the video streaming brand Max Malaysia set out to capture this excitement and turn it into meaningful engagement with both existing fans and a broader audience.

Our goal was clear: to create an experience that resonated deeply with Malaysian audiences and built anticipation for the show's return.

(No spoilers ahead, you’re safe to read on)

Understanding the Audience

During the pitch process, we brought together our team of Kingdom Digital heroes who had lived and breathed the world of The Last of Us — either through the game and/or the first season.

Digging into the mindset of Malaysian drama lovers, we found a common thread: stories of sacrifice, revenge, and survival hold strong emotional power. These themes mirror the heart of The Last of Us, especially with Season 2’s tagline, “Every Path Has a Price”, which hints at the choices and consequences awaiting the characters.

This insight guided the creative foundation for our campaign.

Designing an Immersive Launch

In collaboration with Max Malaysia, we developed a series of activations designed to bring the world of The Last of Us closer to Malaysian audiences.

1. Building Early Excitement: Ticket Giveaways

Ahead of the premiere, Max Malaysia hosted exclusive giveaways on their socials, offering fans the chance to attend an intimate fan screening event. This helped seed excitement and create a community ahead of the new season launch.

2. Commanding Attention: Digital Billboards in Kuala Lumpur

On launch day, three prominent Digital Out-of-Home (DOOH) billboards were deployed across key Kuala Lumpur locations — The Cube at Bukit Bintang, Jalan Sultan Ismail, and Public Bank.

High-impact visuals featuring the show's poster and key title against a dramatic red smoke backdrop were designed to stand out in the busy urban landscape and spark curiosity among passers-by.

3. Turning Heads: Mural Installation at Kwai Chai Hong

To extend the campaign into the city’s cultural spaces, we partnered with renowned graffiti artist Akid One to create a The Last of Us mural spotlighting the show’s main characters in Kwai Chai Hong, an iconic alleyway in Kuala Lumpur’s Chinatown known for its interactive arts and vibrant murals.

The piece added a striking new visual to the alley’s art landscape, offering an Instagram-worthy way for fans and visitors to connect with the series.

4. A World Reimagined: Exclusive Fan Screening at REXKL

The centerpiece of the campaign was an immersive screening experience at REXKL.

We transformed the venue to evoke the post-apocalyptic atmosphere of the show:

• In the lounge and bar area, a long display table — textured with moss, vines, rubble, and fairy lights — evoked the quiet beauty of an abandoned world.
• In the main hall, iconic settings from the series, including Jackson’s home and a crumbling wall, were recreated as interactive photo spots.
• Soundtracks and imagery from the show filled the space. To take the realism to the next level, a clicker roamed the venue, delivering a heart-pounding encounter straight out of the series.

Every element — from the invites and wristbands to the merchandise bags — was thoughtfully curated to extend the storytelling beyond the screen. Attendees who shared their experiences live on social media were rewarded with limited-edition merchandise, further amplifying organic buzz.

Results and Reflections

The activations helped drive strong momentum for The Last of Us Season 2, with search interest steadily rising and peaking on the activation day. This success was particularly remarkable given the tight constraints we faced. With only 3-4 weeks to pull off the campaign, a lean core team, and the weight of high expectations from a globally beloved franchise, the pressure was on. But what could have been overwhelming became a driving force for innovation.

"The project felt like a true David vs. Goliath story, a battle won not by size, but by heart," said Harris Daniel, Digital Creative Lead. “It was our first time executing such a creative concept with 360° projections and mural installations. What started as a wild idea transformed into a living, breathing reality. Despite the challenges, the passion, grit, and belief of the team turned a near-impossible dream into a real-world experience, and seeing fans interact with it made every sacrifice we made worth it.”

By tapping into deep emotional connections and delivering immersive, story-driven experiences, we helped Max Malaysia create a launch campaign that allowed fans to truly feel part of the journey, setting the stage for the story to continue.

Season 2 of The Last of Us is now streaming on Max Malaysia.