The Walking Dead Activation at Comic-Con

Primary Color’s assignment was to “infect” attendees at the San Diego Comic-Con with an activation of AMC’s “Fear The Walking Dead” at the Hilton Gaslamp Hotel. The objective was to convert the building to an ongoing live (or dead) experience across the street from the San Diego Convention Center, recreating sequences of the show to remind attendees that the Zombie Apocalypse had just broken out on the West Coast!

The mission was to convert the dressy exterior of the hotel to a scene of terror, immersing guests in an interactive, atmospheric experience that matched the show’s storyline. To survive the challenge, Primary explored options that included 3D installations as well as traditional 2D graphics.

Primary Color’s team of structural engineers, designers, and installers evaluated the site, took measurements, and looked at structural limitations. To pull this off effectively, safely, and realistically, every detail needed to be considered with regard to materials and installation.

One iconic element was the creation of an abandoned church, seen in the first episode of the series. A structural centerpiece was an eight-foot-tall white cross, perched atop an elevator shaft, which had a slanted rooftop surface.

A faux-freeway sign marked the end of life as we know it and announced that “Fear Starts Here,” another echo of the premiere episode. This was constructed as an eight-foot-wide billboard with lights, appearing to hang dangerously above the audience.

Primary Color’s attention to detail in planning, design, fabrication, and installation coalesced into a fascinating, encompassing experience, enjoyed by guests and passers-by and a constant subject of talk. Guests posted their experiences continuously throughout the event on Instagram and other social media outlets.