Prime Video
Upload to Upload
For Season 2 of Upload, YW3 transformed the show’s fictional digital afterlife into a playable world, bringing Lakeview to life through immersive design, interactive storytelling, cast avatars and a virtual-influencer campaign.
The brief
Prime Video wanted to reignite interest in Upload for its second season.
The opportunity was already in the story. In the world of Upload, people can transfer their consciousness into a luxurious digital afterlife called Lakeview.
What if fans could do the same?
YW3 delivered
StrategyWorld BuildingUnity DevelopmentCast AvatarsInteractive StorytellingVirtual InfluencersSocial Content
The results
Results Recognition: Cannes Lions shortlist, 2022
- 7.8M+reported campaign impressions
- 220K+likes on the standout mixed-reality post
- 22,808visits to the experience microsite, plus 1,555 experience downloads
Cultural signal
What if fans could Upload to Upload?
The show imagined a digital afterlife. YW3 built a version fans could actually enter. In 2022, the metaverse was at the center of the technology conversation; for Upload, the connection wasn’t forced. It was the premise of the show.
Sitcom × metaverseA playable LakeviewVirtual influencers
The world
Lakeview. Rebuilt for real people.
Working with Prime Video, the show’s creative team and set designers, YW3 recreated Lakeview as an explorable digital environment. Built in Unity, the experience included nine custom rooms inspired by the series’ actual sets, six character avatars and 15 interactive touchpoints.
Fans created their own avatars, entered Lakeview, explored its rooms, encountered characters and took part in activities drawn directly from the series, including a Golden Egg scavenger hunt. The characters’ dialogue was developed with show creator Greg Daniels and the writing team, extending the show’s humor into the experience itself.
The cultural idea
A virtual world. Promoted by virtual influencers.
YW3 extended the idea into the media strategy, working with Influential to activate virtual creators rather than relying only on traditional human influencers.
Custom social content and mixed-reality storytelling connected the fictional world to real-world audiences, driving awareness for the series and inviting fans into Lakeview. The standout, a mixed-reality duet with show talent, drew 220K+ likes.
The takeaway
The show’s world became the campaign.
YW3 took the defining idea of Upload and made it interactive, turning a fictional setting into an experience audiences could explore. The world building created a new point of engagement. The virtual-influencer strategy brought audiences to it. Together, they extended the entertainment IP beyond the screen and into an immersive marketing experience.
YW3 delivered
- Strategy
- World Building
- Unity Development
- Cast Avatars
- Interactive Storytelling
- Virtual Influencers
- Social Content
- Client
- Prime Video
- Series
- Upload, Season 2
- Recognition
- Cannes Lions shortlist 2022
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