Ocean Park unveils AI-driven campaign this Halloween

Ocean Park has unveiled an AI-led campaign, building anticipation and strengthening the theme park’s position as Hong Kong’s premier home of Halloween entertainment.

Also known as Ocean Park Halloween Fest 2026: The Grave Rave, the campaign aims to inspire audiences to experience the "Grave rave" universe in person while expanding the event's regional and international appeal through culturally engaging content. The campaign targets young adults, horror enthusiasts, and pop-culture fans, while also offering family-friendly daytime performances and photo opportunities for broader audiences.

Leveraging fully AI-generated visuals for the first time, the campaign brings the park’s diverse Halloween offerings together under the "Grave rave" platform, created in collaboration with intellectual property partner Under the Castle.

"Generative AI enabled us to create an imaginative dark universe that would have been difficult to realise through conventional production alone, while our collaboration with Under the Castle helps us connect with audiences interested in fantasy, music, fashion, and popular culture," Franklin Law, head of marketing at Ocean Park, told MARKETING-INTERACTIVE.

The decision was driven by the creative idea, Law said. "Halloween gives us the freedom to imagine worlds that do not follow ordinary rules, and generative AI offered a powerful way to move seamlessly between haunted castles, dark carnival energy and other fantastical environments while maintaining a cohesive visual identity. It allowed the creative team to explore a broader visual canvas and experiment more rapidly."

However, AI should not be viewed as a one-click substitute for creative craft, he added. "The production required extensive iteration, careful selection, visual refinement, post-production, and quality control to ensure that the finished video felt cohesive, distinctive, and aligned with the Ocean Park brand. Ultimately, AI was the production medium, not the creative idea."

The campaign video and supporting short-form content drive awareness, conversation and social engagement, while the campaign world comes to life at Ocean Park through haunted experiences, live performances, themed dining, exclusive merchandise and photo opportunities.

Media, commercial and venue partnerships further amplify the campaign, including off-site activations at Hysan Place and ELEMENTS. By offering experiences ranging from intense scares to daytime and family-friendly entertainment, the campaign is designed to engage different audience segments and broaden the appeal of Halloween Fest.

The campaign is being promoted through an integrated mix of campaign videos and short-form digital content, social media, Ocean Park’s website and owned channels, digital and out-of-home advertising, public relations, influencer and content-creator engagement, customer communications, partner amplification and on-site experiential touchpoints.

The campaign has also extended beyond the park through off-site activations and performances at Hysan Place and ELEMENTS. These include themed installations, interactive photo experiences, roving character appearances and dance performances, bringing the atmosphere of "The Grave Rave" directly into the city. The Hysan Place activation ran from 11 to 22 September, while the ELEMENTS activation ran from 24 September to 11 October.

“Halloween gives us the freedom to imagine the impossible. With 'The grave rave', our creative challenge was to bring together very different experiences, from the gothic fantasy of Under the Castle to the wider energy of Ocean Park Halloween Fest, within one compelling world. Generative AI expanded our creative canvas, but the strategy, storytelling and final creative decisions remained firmly human-led. The result is OceanPark’s first campaign video created entirely with AI-generated visuals, driven by one simple ambition: to make audiences want to step into that world and experience it for themselves," he added. 

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