SXSW 2024

HBO’s Carrie’s Closet Campaign and the Rise of Location-Base


Immersive experiences could be the key to your next viral marketing campaign.

This session explores how location-based experiences use immersive, metaverse technology to deliver a one-of-a-kind experience. We will examine the recent campaign by Max where they bought Carrie’s closet to life for the 25th year anniversary of HBO original series ‘Sex and the City’ and the upcoming season promo for Max Original ‘And Just Like That.’

Other Resources / Information


  1. A behind-the-scenes look into how the ‘Carries Closet’ experience was created.
  2. An understanding of the possibilities that XR and metaverse technology holds for brands.
  3. How to apply these principles to develop your own immersive and viral experience for your next marketing campaign.



Alex Wills, Cxo, Disguise

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: XR & Metaverse
  • Track 2
  • Level: Beginner

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