HBO’s The Righteous Gemstones S3 Pop-up
To promote the third season premiere of HBO’s satirical mega-church comedy The Righteous Gemstones, guests were invited to demolish their inner demons and complete The Road to Redemption at a monster truck rally for Jesus. Lifting heavily from the absurdity of Season 3’s “The Redeemer” plotline, The Brig on Abbot Kinney served as the perfect location for guests to participate in themed challenges and earn redemption in the form of custom-branded swag and fried chicken.
Guests demolished wrath by arm wrestling the (mechanical) devil, demolished lust by proving their loyalty with temporary Gemstone tattoos, and demolished greed by competing in a fast-paced cash grab and deciding whether to keep or donate the “cash.” Successfully completing all three challenges earned guests custom-designed, ’80s monster truck rally-inspired merch, including vintage tees, trucker hats, and neon zebra-print Zubaz™ athletic pants.
The final stop on The Road to Redemption encouraged guests to take and share a photo with The Redeemer, a full-scale replica of the monster truck featured in Season 3. Afterward, guests received the final golden token, redeemable for a fried chicken meal courtesy of Church’s Chicken.
