In honor of Mother’s Day, four mothers from HBO Max’s top shows were represented as larger-than-life floral sculptures at Chelsea Triangle in NYC. Designed with faces by Colombian artist Federico Uribe and local creative Aria McManus and bodies curated by East Olivia, the vignettes honored the talent and captured the true essence of the mothers of HBO Max.

Over 1,000 guests were able to pick flowers from the base of each installation to create bouquets themed for each HBO Max Mother to give to their own mothers. Press and influencers were invited to a VIP content hour before the activation opened to the public to generate more awareness for the campaign. The location and spectacle of the 10ft floral sculptures led to hundreds of passersby generating additional intrigue, brand awareness, and organic social impressions.

As a result, the event received a large amount of coverage with 32 press placements, 2.14M impressions on social media and 19.9M impressions overall.