HBO | Squire for Hire
The Project
Agency partner Armed Mind tapped Effie Studios to launch A Knight of the Seven Kingdoms with a social campaign built around a simple, irresistible premise: What if you had a medieval squire to handle your modern-day chores?
The Challenge
To break through for a prestige fantasy series, the campaign needed to feel genuinely funny and shareable. The medieval-meets-modern concept had to land instantly across platforms in this talent-driven campaign.
Our Approach
We cast and produced a series of videos featuring Noah Beck, Marshawn Lynch, and The Chainsmokers, finding the breakout talent who brought the squire character to life. The humor came from playing it straight: swords for kitchen tasks, ravens for text messages, lookout towers in the backyard. We shot for social-first formats while keeping the production cinematic enough to live on HBO's channels.
The Result
he campaign generated 22 million views across platforms, driving massive organic engagement at launch and establishing A Knight of the Seven Kingdoms as one of HBO's most talked-about premieres of 2026.