HBO Releases Health-Focused AR App to Promote ‘His Dark Materials’

With the second season of His Dark Materials premiering on HBO on November 16, the network has partnered with creative studio Framestore to create a new app for iOS and Apple Watch called His Dark Materials: My Daemon.

The free app gives fans of the show (and the Philip Pullman novels on which it is based) the chance to interact with their own “demons” — magical animal companions that serve as extensions of the characters’ souls.

“This is a really great opportunity to give users and fans of the show the ability to have a demon companion that is personalized to them,” said Christine Cattano, global head of VR at Framestore. “And what better way to do that than on a phone that is a constant companion to all of us?”

Users are assigned a demon after completing a simple quiz consisting of questions such as “day or night?” and “above or below?” They can then interact with the demon, providing basic updates on their current state (e.g. whether they feel focused or distracted). Based on these updates, the demon will recommend tasks related to physical and emotional well-being, such as going for a walk, running, or watching a movie.

As users complete more wellness-related tasks, their demon becomes happier and healthier. The app also allows users to go on “journeys,” where they complete a series of (again, wellness-oriented) tasks tied to the activities of the show’s characters.

Image Credits: HBO/frame shop

His Dark Materials: My Daemon will learn more about your activities by integrating with Apple Health and Spotify. And it includes augmented reality, letting you watch animations as your daemon interacts with the world around you. You’ll also be able to share your companions’ interactions on social media.

HBO’s vice president of programming marketing, Emily Giannusa, noted that the original plan called for “large, real-world activations.” After all, Framestore didn’t just work on the visual effects for “His Dark Materials” itself. It also worked with HBO to develop “Beyond the Wall,” a “Game of Thrones”-themed virtual reality game, as well as a Magic Leap GoT game called “The Dead Must Die,” which were available through installs at flagship AT&T stores. (AT&T owns WarnerMedia, HBO’s parent company.)

But given the pandemic and the need for social distancing, HBO and Framestore knew they had to take a different approach, so Giannusa said they came up with something that could “delight (fans) while they’re at home” — and that should reach a much larger audience in the process.