Paramount+ — Last King of the Cross Launch

Paramount+ needed a launch for Last King of the Cross that matched the raw energy of the show and gave media and talent something they had not experienced before.

The red carpet was designed as a live production, with LED screen content timed to each key cast arrival and flaming jets lighting the front of the building as guests walked in. What appeared to be a standard premiere was a decoy. Guests were led through a back laneway into a second venue across multiple floors, with the real event hidden inside the one they thought they were attending.

Illuminated Last King of the Cross screens and Paramount+ branding outside the launch venue, with guests arriving.

Streaming downloads rose in the days following the launch, and social content from the event extended the series into wider public conversation.

Guest holds a Paramount+ branded cushion at the Last King of the Cross launch.

Guests pose together in front of a neon backdrop at the Last King of the Cross launch.

Guest drinks from a bottle beneath red lighting at the Last King of the Cross launch.