Professional Brand Activations For Brands

Carlo D’Amore and Live in Theater were hired by Peacock TV and Fever Originals to create a brand activation based on and inspired by The Continental: From the World of John Wick, a three-part Television mini-series Set in 1970s New York City, The Continental explores the origin of the iconic hotel-for-assassins centerpiece of the John Wick universe seen through the eyes and action of a young Winston Scott.

Carlo served as writer-director, created the immersive story, and directed the audience’s experience. Carlo brought in his immensely talented LIT actors to inhabit this utterly fantastic world.

The Continental, featured on the Fever app, sold out weeks before opening and was rated as one of Fever’s highest-rated live events. Peacock had a stunning experience for the Continental VIPs. It was a massive success!

Booking.com hired Carlo D’Amore and Live in Theater to make the iconic characters in the coveted IP “The Adams Family” come to life. Booking.com turned a Brownstone in Brooklyn into the home of the beloved Adams family. As guests and VIPs entered the house, they were greeted by the characters from the famed franchise. Carlo and the team created a riotous party with the iconic characters interacting with all the guests in a truly unexpected and delightfully engaging Live in theater fashion!

Booking.com extended the experience multiple times due to popular demand!

Researchers from Deloitte estimated these initiatives “Make a lot of sense, as the global in-destination activities industry will grow to $383 billion by 2027. In-destination activities represent an opportunity for hotels to connect guests to unique experiences and drive incremental revenue,” Deloitte analysts say.

Carlo D’Amore and a team of the country’s leading minds in interactive theater collaborated with Meow Wolf Events, SXSW, the Interactive Deep Dive, and The Verge, creating Open Mind, a simulife! This immersive real-world experience involved a cast of 40+ and 20 real-world locations.

Carlo was the co-creator of Open Mind, and he directed the three-day real-world experience for two audience members. One of those participants was Bryan Bishop, a writer of immersive interactive experiences for the Verge.

Bryan Bishop documented the entire experience. To read about this groundbreaking piece of immersive and genuinely interactive art, please click here for a day-by-day account of Bryan’s mind-blowing adventure.

This experiential marketing event for Smirnoff during the Tales Of The Cocktail in New Orleans in 2016 received notable media attention, celebrating the 75th anniversary of the Moscow Mule. This event, hosted by Smirnoff, recreated the classic Cock’n Bull Pub ambiance where the Moscow Mule was initially crafted. The immersive dinner allowed guests to experience the cocktail’s history through themed decor and interactive storytelling. Carlo D’Amore and Live in Theater’s team were brought in to create a theatrical experience surrounding the story of the creation of the Moscow Mule cocktail. In true LIT fashion, we dove in and found a rich history dating back to 1941 in Los Angeles, California. We made this dinner experience so that 100 lucky participants could jump off the page and create a long-lasting experience for all of those fortunate enough to experience it!

One hundred guests attended the one-night event, including crucial lifestyle and trade media from the New Orleans marketplace and press worldwide.

 “We were in the middle of it, and it was weird and wonderfully surreal! Bravo!”

– Penny O. Saints News Network

Carlo and Live in Theater were hired by British marketing powerhouse Wonderland Agency, Bacardi, Dewars & Adagio Brands, to create an experiential theater piece to introduce five of its single malt Scotches launching into the American marketplace. The immersive theatrical experience was a fascinating history lesson on Scotland’s deep-rooted whiskey-making process. Taking over a deserted retail space on Canal Street in New York City, the brand turned more than 500 key customers, single malt enthusiasts, and media members into “single malt apprentices” who journeyed through eight different theatrical sets. Amazing LIT actors inhabited these worlds, allowing the audience to live inside these rich and detailed scenarios. The budget for this one-night production was over a million dollars.

Malts of Legends was the winner of the coveted Gold Saber Award by the Holmes Report – Innovative Marketing, 2015

Over 700 guests attended the massive one-night event, including crucial lifestyle and trade media from Details, Cool Hunting, Time Inc, NY Mag, Forbes, Esquire, Wired, WSJ, Men’s Fitness, and The Wall Street Journal. 2,250 drams of whiskey tasted. Sixty-eight press features to date, totaling over 200M impressions and counting.
15M likes on Instagram within a few hours of the event going live.
Ultimately, it was a breakthrough experience for the spirits industry in the US!

“I have been to many events in NY, but this is one of my favorites. What a badass event! The innovative and immersive experience of the event brought the malts to life in a whole new way. The history, language, costumes, acting, and actors were fantastic!” 

-GQ Magazine, William Pelkey