A multi-format campaign exploring what survival really means in the world of The Last of Us.

Built around the tension of impossible choices, we explored what it would take to survive in a post-apocalyptic landscape through immersive and interactive content inspired by the show’s themes.

We launched with a fast-paced Season 1 recap, Everything To Know, setting the emotional stakes ahead of the new season. LAD Tries Survival Skills saw our presenter test real-life techniques, while Ireland After Us featured abandoned Irish locations framed as scenes from the show.

Interactive Instagram Stories placed audiences in high-stakes moral dilemmas, while exclusive trailer formats built anticipation around the season launch.

The campaign brought audiences into the world of the show, reinforcing the central idea that survival is never guaranteed.

Creative Direction: Peggy O’Neill
Team: Niall Kelly, Anaïs Lukaku, Jonathan Murphy, Gareth Byrne, Eoin Gleeson