DISNEY+ | THE PERCY JACKSON EXPERIENCE
LOCATION: SAN DIEGO COMIC-CON 2025
SCOPE: STRATEGY | CREATIVE | DESIGN | FABRICATION | PRODUCTION | GAMIFICATION | DIGITAL INTEGRATION
OVERVIEW
15|40 PRODUCTIONS DESIGNED THE PERCY JACKSON EXPERIENCE AT SAN DIEGO COMIC-CON 2025 TO IMMERSE ATTENDEES IN THE WORLD OF PERCY JACKSON AND THE OLYMPIANS WHILE PROMOTING THE SERIES’ SECOND SEASON ON DISNEY+. THE ACTIVATION TRANSFORMED DOWNTOWN SAN DIEGO INTO A FULL-SCALE, IN-WORLD DINER WHERE GUESTS COULD STEP THROUGH THE MIST, UNCOVER THEIR DIVINE PARENTAGE, AND EMBARK ON QUESTS INSPIRED BY THE SHOW.
THE EXPERIENCE
COMBINING IMMERSIVE SCENIC DESIGN, GAMIFIED STORYTELLING, AND CITY-WIDE ENGAGEMENT, THE PERCY JACKSON EXPERIENCE BLURRED THE LINES BETWEEN FANDOM AND MYTHOLOGY. GUESTS COLLECTED GOLDEN DRACHMAS BY COMPLETING IN-WORLD CHALLENGES AND REDEEMED THEM FOR SDCC-EXCLUSIVE SWAG—INCLUDING CO-BRANDED PATH WATER, PERCY JACKSON HATS, GOD-SYMBOL WATER BOTTLES, AND T-SHIRTS CLEVERLY WRAPPED LIKE SUB SANDWICHES. THE DINER FEATURED HIDDEN EASTER EGGS, PROPS, AND SET DETAILS THAT REWARDED SUPERFANS WHILE WELCOMING NEWCOMERS INTO THE PERCYVERSE.
BEYOND THE ACTIVATION, INTERACTIVE POSTERS, A HOTLINE, AND A TOWERING 20X30-FOOT DIGITAL BILLBOARD EXPANDED THE STORY INTO THE STREETS—MAKING SAN DIEGO ITSELF PART OF THE QUEST. SPONSORS LIKE UBER AND WRAPIFY SEAMLESSLY INTEGRATED BRANDED VEHICLES AND TOUCHPOINTS, EXTENDING THE ADVENTURE ACROSS THE CITY.
OUR ROLE
15|40 OVERSAW CONCEPT, DESIGN, FABRICATION, AND FULL ON-SITE EXECUTION—INCLUDING STORY DEVELOPMENT, INTERACTIVE MECHANICS, STAFFING, AND DIGITAL INTEGRATION. EVERY TOUCHPOINT WAS DESIGNED TO CONNECT THE PHYSICAL, DIGITAL, AND SOCIAL WORLDS FOR MAXIMUM REACH AND RESONANCE.
THE RESULT
A MULTI-LAYERED, STORY-DRIVEN EXPERIENCE THAT CAPTIVATED BOTH LONGTIME FANS AND FIRST-TIME VIEWERS—BUILDING MASSIVE ANTICIPATION FOR PERCY JACKSON AND THE OLYMPIANS SEASON 2. THE ACTIVATION RECEIVED FOUR MUSE CREATIVE AWARDS IN IMMERSIVE AND EXPERIENTIAL CATEGORIES (THREE PLATINUM AND ONE GOLD) AND SET A NEW BAR FOR FRANCHISE WORLD-BUILDING AT COMIC-CON.
