Amazon Prime Video and AKQA has created an immersive theatrical and culinary experience to launch the upcoming Amazon Original series The Boys later this month. The Boys, based on The New York Times-bestselling comic, is an irreverent take on what happens when superheroes – who are as popular as celebrities, as influential as politicians and as revered as Gods – abuse their superpowers rather than use them for good. The titular vigilante group strives to take down the shady corporation Vought International and its corrupt superhero squad The Seven, and the real-life Butcher Shop now brings this crazy, messed-up world to LA’s vibrant Fairfax pop-culture district. The Boys launches on Amazon Prime Video July 26th, in more than 200 countries and territories worldwide.
The dubious deli takes its name and ethos from one of the story’s central characters, Billy Butcher, and will thrill visitors with interactive theatre and exclusive show previews, staged with lifelike Hollywood-level sets and props, while also serving up gourmet sandwiches designed by famed LA chef Ludo Lefebvre.
Over a two-day service, visitors will be immersed in exhilarating sights and sounds, taking part in the continual live action, and possibly getting a glimpse into The Boys’ secret hideout for exclusive preview screenings, perhaps even encountering caged, captured ‘supes’. Throughout, hidden references and coded messages will expand the story and draw patrons further and deeper into The Boys’ world.
During the event, Twitch will live-stream the action to further audiences worldwide. The Butcher Shop’s closing will also be fittingly dramatic, with an appropriate serving of shock value.
Integrated advertisement created by AKQA, United States for Amazon Prime Video, within the category: TV Promos.
Associate Creative Director: Riaad van der Merwe
Copywriter: Sammi Chancey
Designer: Gustav Holtz
Associate Strategy Director: Pierre-Axel Pejouan
Account Director: Mariana Pacheco
Senior Project Manager: Tyler Hilton
Creative Director: Whitney Jenkins
Executive Creative Director: Ginny Golden
General Manager: Rodrigo Moyses
Executive Producer: Dustin Freeman
Designer: Sandra Zhovner
Senior Designer: Osamu Akatsu
Senior Designer: Matt Firman
Senior Designer: Rhett McMullen
Senior Copywriter: Jonanna Widner
Managing Director: Brendan Kiernan / HELO
Executive Producer - Matthew Kahn / HELO
Creative Director - Ben Priddy / HELO
Sr. Experiential Producer - Jett Gelber / HELO
Jr. Experiential Producer - Nathan Shoop / HELO
Production Design - Kirt Johnson / HELO
Project Management/Strategy - Stephen Winkler / HELO
Copywriter - William Maher / HELO