To promote The Rehearsal Season 2 on HBO, we launched a 12-hour looping Instagram Live stunt featuring Nathan Fielder in a surreal, repeating performance – with no context, no logos, and no explanation. True to Fielder’s style, the activation blurred the line between marketing and performance art, sparking thousands of real-time comments, theories, and return visits. The result was a “not-so-live” live social experience that transformed curious viewers into active participants – and the platform into part of the show’s narrative.