Spartacus: House of Ashur delivers a thrilling, history-bending new chapter built around Ashur’s rise to power and the brutal world of Roman politics. The series flips tradition on its head with fierce new characters like gladiatrix Achillia, jaw-dropping stakes and the larger-than-life theatrics that made the original series a colossal hit.
To bring the world of Spartacus to real life, Lionsgate tapped global creative and technology company Thinkingbox to create a traveling Roman convoy: a horse-drawn chariot led by Ashur, flanked by armored guards. Witnesses experienced sudden displays of dominance, cryptic proclamations, and an ominous test of strength designed to determine who is worthy to fight for the House of Ashur. The team built the activation to feel unmistakably Spartacus, from hand-sourced props to wardrobe directly inspired and guided by the Executive Producers and show.
The convoy began on Venice Beach boardwalk, down infamous Abbot Kinney Blvd, hit Sunset Blvd and finished along Melrose Ave, transforming three of LA’s most heavily trafficked areas into a world-building opportunity designed to spark interest and create a Roman-style spectacle at every stop. Performers stayed fully in character throughout the route, interacting with Angelenos as if the backdrop were the Colosseum, not the Hollywood sign.
“Spartacus has always been about scale, stakes, and unapologetic spectacle and House of Ashur amplifies that even further. So taking a Roman convoy through the streets of LA felt like a bold, culture-forward way to bring that world off the screen and into real life,” said Justin Manfredi, EVP of Worldwide TV Marketing at Lionsgate. “This activation puts fans and passersby right in the middle of the power, tension, and theatricality that define the series. Creating a moment you don’t just watch, you feel. It’s the kind of experiential spark that cuts through feeds, turns heads, and ignites conversation heading into the December 5 premiere on STARZ.”
Thinkingbox led full end-to-end production for the activation, from convoy design to character choreography to wardrobe and prop development. The full list of production credits are below.
