HBO did just about everything right in its 2019 marketing, and it closed out the year with a typically stunning fan engagement effort for His Dark Materials.
As part of its promotion of the Season 1 finale on Dec. 23, the network sent 40 HDM superfans their very own “personal daemon,” the show’s version of a spirit animal that represents the physical manifestation of a human’s soul. The remarkably crafted clay figurines were created by sculptor Kate MacDowell and packaged in beautifully carved wooden boxes that were inspired by the show’s “aletheiometer,” or symbol reader.
