Westworld: The Maze by 360i

This project has been selected in the Digital – Craft & Technical Innovation category in The Annual 2019, CR’s award scheme celebrating the best in commercial creativity

Fans lamenting the end of Westworld’s second series were given another way to engage with the show in The Maze an ambitious choose-your-own adventure experience created for Amazon Alexa.

Users play the role of a host in Sweetwater (the fictional amusement park where the show is set), and are tasked with finding their way to the centre of the maze by asking questions and conversing with characters. The skill offers up to two hours of gameplay, with 400 possible outcomes, and features cameos from the show’s cast.

Agency 360i worked with Westworld’s producers, sound and music teams to create the experience, generating 11,000 lines of script voiced by 36 actors. It’s an innovative take on a popular format (choose-your-own adventure games are among the most popular skills on Amazon Alexa), and an interesting example of how entertainment brands can use voice-activated devices to engage with viewers and extend the reach of the popular series beyond TV.

Head of Marketing: Chris Spadaccini. SVP, Digital Media & Marketing: Sabrina Caluori. VP, Digital & Social Media: Jim Marsh. Director, Digital & Social Media Content: Tanner Stranksy. Senior Manager, Digital & Social Media Content: Katie Lucas. Coordinators, Digital & Social Media Content: Allison Waxman, Marissa Blanchard. Director Digital Production: Sohyung Kang. Digital Producer: Sarah Milik. Director Digital & Social Media: Emily Giannusa. Associate Manager Digital & Social Media: Dolly Meckler. Coordinator Digital & Social Media: Charlie Weber. Lead Creative Agency: 360i. Chief Creative Officer: Menno Kluin. Executive Creative Directors: Frank Cartagena, Sam Shepherd. Creative Directors: Andrew Hunter, Doug Murray. Associate Design Director: Brian Gartside. Junior Art Director: Sarah Arrington. Junior Copywriter: Victor Rivera. Head of Integrated Production: Colin Pearsall. Executive Producer: Jonathan Percy.Senior Producer: Anna Morro. Associate Producer: Jose Diaz. Editor: Pete Slife. Motion Designer: Kadeem Dick. VP, Director Business Affairs: Andrew Zinker. Account Director: Danielle Calogera. Account Supervisor: Allison Guggenheimer. VP, Head of Innovation Technology: Layne Harris. Production Company: Kilter Films. Voice Production Partner:  Xandra.