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AMAZON THE BOYS BABY LASER TAG



To launch season 2 of The Boys during the pandemic, we brought the chaos of Vought straight into fans’ living rooms. We built an AR mobile game where you obliterated enemies with laser-baby eyes, that earned a 4.9★ rating.

Amazon asked us to promote The Boys season 2 in an exciting way that would reach people’s living rooms in a difficult moment - the pandemic.

Baby Laser Tag for iOS and Android took its cue from a Season 1 cult moment: Billy Butcher using a super-powered baby as a weapon. We let fans do the same — blasting corrupt Supes and diving into Season 2’s storyline without leaving the sofa.

It was gloriously gory. Enemies dropped into your space, and you’d tear through them in timed survival waves, aiming to stay alive for as long as possible. Between battles, players refuelled their supplies and V, unlocking teasers and narrative breadcrumbs for Season 2.















To fuel the frenzy, we launched a parody infomercial, staged a virtual Comic-Con takeover, ran Twitch streaming parties, and seeded real laser-baby dolls to influencers.

Baby Laser Tag became Amazon Prime Video’s first-ever AR mobile app and it delivered:
  • 42k+ downloads
  • 4.9★ App Store rating
  • 966M impressions
  • And love from the cast, the showrunner, and the fans