HBO's 'His Dark Materials' AR App: A Wellness Experience

Coinciding with the November 16th premiere of the second season of “His Dark Materials” on HBO, the network has collaborated with the creative studio Framestore to launch a new app for iOS and Apple Watch titled His Dark Materials: My Daemon.

This complimentary application provides enthusiasts of the series—and the Philip Pullman novels that inspired it—the opportunity to engage with a personal “daemon,” a fantastical animal companion representing an extension of one’s inner self.

“This presents a wonderful chance to offer viewers and fans of the show the experience of having a daemon companion uniquely tailored to them,” explained Christine Cattano, Framestore’s global head of VR. “And what better platform for this than a smartphone, a device that accompanies us throughout our daily lives?”

Upon completing a brief questionnaire featuring choices such as “day or night?” and “above or below?” users are assigned a daemon. They can then interact with their daemon by sharing updates regarding their current emotional and mental state—for example, indicating whether they feel focused or distracted. The daemon will subsequently suggest activities designed to promote both physical and emotional well-being, such as taking a walk, engaging in a run, or enjoying a film.

As users complete more wellness-focused tasks, their daemon will exhibit increased happiness and improved health. The app also features “journeys,” which involve a sequence of wellness activities connected to the storylines and events within the show.

His Dark Materials: My Daemon will gather further insights into user activity through integration with Apple Health and Spotify. Furthermore, it utilizes augmented reality, enabling users to view animations of their daemon interacting with their surrounding environment. Users will also have the option to share these interactions on their social media platforms.

Emily Giannusa, HBO’s vice president of program marketing, mentioned that the initial concept involved “large-scale, real-world events.” Framestore’s previous work extended beyond the visual effects for “His Dark Materials,” as they also partnered with HBO to create “Beyond the Wall,” a virtual reality experience for “Game of Thrones,” and “The Dead Must Die,” a Magic Leap experience for “Game of Thrones,” both of which were accessible at select AT&T stores. (AT&T is the parent company of WarnerMedia, which owns HBO.)

However, considering the current pandemic and the necessity for social distancing, HBO and Framestore determined a different strategy was needed. Giannusa stated that they developed an application that could “entertain [fans] from the comfort of their homes” while simultaneously reaching a broader audience.