CLIENT

Peacock

AGENCIES

Campfire Agency

3CS Productions

THE CHALLENGE

To celebrate the premiere of Peacock’s Those About to Die, an epic historical drama set in the perilous and corrupt world of Ancient Rome’s gladiatorial arenas and chariot races, we needed to bring a spectacle to life at San Diego Comic-Con with a one-of-a-kind immersive experience straight from the heart of the Rome itself.

Guests began their journey through a grand archway inspired by the iconic Circus Maximus and entered a vibrant Betting Tavern, a lively hub modeled after the series’ setting. Inside, costumed Brand Ambassadors divided participants into five teams, immersing them in the spirit of Roman competition. Each group was led by a charismatic “Master of Games,” who orchestrated strategy sessions and inspired camaraderie with team chants before stepping into the heart of the action.

The centerpiece of the experience was the Circus Maximus arena, where guests competed in thrilling chariot races on a custom-engineered slot track. Live commentary brought the races to life, with immersive sound effects of roaring crowds and the thunder of galloping horses adding a visceral, fourth dimension to the event. Even for those in line or passing by, the electrifying atmosphere drew in onlookers and enhanced the activation’s reach in the Gaslamp Quarter.

Winners and participants alike exited through a dramatic photo op featuring a life-sized chariot, where they captured their moment of triumph. Each fan also received a collectible gold chariot pin, a tangible memento of their epic adventure.

To maintain the flow and inclusivity, the activation featured timed ticketing, which sold out in minutes, and an efficiently managed standby line. Accessibility was a priority, with full ADA compliance ensuring everyone could participate.

The experience was bookended with theatrical flair: each morning began with a Roman drummer summoning fans, followed by a spectacular performance by a marching band of Legionnaires. A live stream of the Olympic Games Opening Ceremony in Paris, displayed above the activation, created a stunning juxtaposition between modern athleticism and ancient Roman pageantry.

Named one of SDCC’s top activations, The Chariot Race captivated fans with its immersive design, bringing the drama and grandeur of Those About to Die to life. It successfully raised awareness for the series, rewarded devoted fans, and attracted new viewers eager to experience the gripping world of Ancient Rome.v

Technical Design & Engineering

• Automation and Motor Control

• Theatrical Scenic Finishing

• CNC Machining

• Staging and Trussing

• Metal Fabrication

• Graphic Production & Installation

PRESS & AWARDS

• Featured in Variety, SDCC Unoffical Blog, Pop-Culturalist, Syfy and many more