MANILA, PHILIPPINES – In a move that blurs the lines between content and culture, Max launched a hyper-local campaign that immersed Southeast Asia in the world of the Emmy-winning HBO Original series The Last of Us.
Spanning the Philippines, Thailand, Indonesia, Malaysia, Singapore, and Taiwan, the campaign transformed everyday spaces such as malls, sports arenas, and city walls into gritty, pulse pounding glimpses of the series’ post-pandemic universe.
In Manila’s BGC, fans were treated to a dramatic photo op: a replica of a wrecked car straight out of the show’s universe parked against urban grit, Filipino edition. Meanwhile, a sari-sari store pop up at the PBA Provincial Games in Batangas served up a mix of basketball and blockbuster storytelling.
From April 14 to 20, Singapore’s VivoCity became a survivalist playground, where fans tested their Last of Us knowledge and posed for their moment of post-apocalyptic glory. Sports takeovers added more thrills, including activations at the Premier Volleyball League Finals, PBA Games, and the upcoming UAAP Volleyball Finals on May 14.
Max also deployed an impressive OOH campaign which included 3D billboards in BGC, sky trains in Bangkok wrapped in Cordyceps-inspired design, a haunting mural in Kuala Lumpur, and digital ads dominating screens in the region’s busiest intersections.
The campaign wasn’t just about promoting a show – it was a love letter to fandom. Max localized the story, giving Southeast Asian audiences a front-row seat and a role to play.
The Last of Us Season Two is now streaming on Max, with new episodes dropping weekly and the explosive finale set for May 26.
