San Diego Comic-Con is one of the largest brand activation opportunities of the year with over 150,000 attendees, influencers, and celebrity guests. Client Future US approached The Visionary Group to produce Hyundai’s The Walking Dead event, which included an exclusive performance from Weezer, a star studded red carpet, and roaming zombies, all within a massive parking lot set-build in the Gaslamp Quarter of San Diego.
CONCEPT + VISION
Based on the graphic novel, TVG envisioned a branded garage overcome by zombies and Hyundai cars. Red lights accented dilapidated wood, metal, and custom props to bring guests into the Walking Dead world.
The extensive build took three full days to load-in and included 8 custom hot rolled steel bars, 100 tires, 30 prop rocks and boulders and 5 telephone poles. TVG custom-built a four-sided bar bordered by a transformed Hyundai Genesis Coupe, known as the “Zombie Survival Machine.”
While producing the Walking Dead event, TVG simultaneously produced events for Playboy, HBO, Saints Row, Hulu, Xbox, Maxim, and CBS, taking over San Diego Comic-Con.
This buzzworthy event brought in not only 3,000+ fans, but also cast members from The Walking Dead and The Vampire Diaries.