Giant Spoon, Immersive Theater, Experiential Marketing Agency, Los Angeles, CA, New York, NY


Giant Spoon is an experiential marketing agency based in Los Angeles and New York City. They have earned a strong reputation through their high-concept, yet accessible, productions – earning them numerous awards such as Adweek’s “Experiential Agency of the Year” for 2019.

  • Offices located in Los Angeles and New York City
  • Portfolio includes large-scale productions for HBO, HP, Warner Brothers, GE, and Uber
  • Productions focus on original, interactive concepts, with the audience playing a central, often highly physical role
  • Some productions, such as the South by Southwest Westworld Experience, approach full-on immersive theater

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More on Giant Spoon

Founded in 2013, Giant Spoon has become one of the world’s leading experiential marketing agencies. A darling of the advertising industry, Giant Spoon has racked up awards such as Adweek’s “Breakthrough Agency of the Year” for 2018, “Experiential Agency of the Year” for 2019, and one of Fast Company’s “Most Innovative Companies” for 2019. Giant Spoon was founded by four former OMD Entertainment executives — Alan Cohen, Jon Haber, Trevor Guthrie, and Marc Simons

Giant Spoon’s brand activations and immersive productions often center around lofty, memorable ideas, as opposed to other agencies who are more technically focused. One of their most buzzed-about productions was “Bleed for the Throne,” a blood drive in which guests donated blood atop the iron throne itself. As they did so, a royal court full of nobles and musicians sang their praises, exalting the guest for their brave sacrifice. Whereas other agencies might settle for a detailed recreation of a Game of Thrones set, Giant Spoon always looks for ways to take things to more unexpected places.

Another well-known production was their Westworld experience at South by Southwest, a highly ambitious and theatrical experience in which guests roamed the streets of the titular Western town. Built on a 400+ page script, and featuring a massive cast of actors in a 90,000 square foot space, the Westworld experience was one of the most expansive marketing activations ever.

For GE’s “Droneweek,” which extolled the virtues of GE’s sustainability campaign, Giant Spoon produced over 5 hours of television programming told from the perspective of a drone. For the launch of the video game Mortal Kombat 11, Giant Spoon created a massive space with a number of activities for guests, including Fatality photos, and “rage rooms” where participants could release their anger by smashing inanimate objects.

From Giant Spoon’s website:

“Our approach is to translate cultural trends into big ideas that leverage media, technology, and creativity.

We transform insights into big ideas. Our creative vision comes to life as film, experience, product, and yes, even ads. Truly anything, we just want people to feel, laugh, share, engage, lean back, lean in, question… so long as it’s interesting.

We believe in media planning that prioritizes impact over impressions. Through collaboration, we craft breakthrough opportunities amplified by content, technology, and experiences.”


may, 2022


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