BBDO NY's Content Department hired production company RSA to shoot the content, Asylum for post-production & special effects, Search Party for original music, Big Spaceship for the site and PHD for media buying.
The Project includes the main website, HBO On Demand and HBO Mobile exclusive content, MySpace pages for the characters from the stories, supporting websites, and additional content for those willing to follow the breadcrumbs or "artifacts" hidden in the other media.
Many responses admitted that they didn't get the purpose of the project, and some even went as far as to call the video portions "pointless" in the absence of a clear interactive experience.
Speaking to AdWeek, Michael Lebowitz, the CEO of BBDO's digital partner Big Spaceship, suggested that the current awards system is incapable of correctly recognizing the relative contributions of smaller agencies.
These comments sparked an ongoing debate over who should receive attribution for multiplatform projects that leverage the expertise of multiple partners and agencies.