A squire cleans armor, runs errands, preps meals… they do just about any job their Knight requires. Put that way, we could all use a Squire, right? To launch HBO’s new Game of Thrones series A Knight of the Seven Kingdoms, we set out to bring Dunk and Egg’s Knight-Squire relationship into the real world — by sending an actual Squire to the front doors of a "Kight," AKA - one of the franchise’s most devoted celebrity superfans. The man. The myth. Beast Mode himself: Marshawn Lynch. Leaning into levity, Squire for Hire channeled the show’s humor and heart through docu-style moments that collided medieval problem-solving with modern life. THE CREATIVE: As a “Knight,” Marshawn Lynch received his “Squire” for one day. The resulting videos launched natively across social and YouTube. THE APPROACH: Marshawn played himself, reacting in real-time as the Squire helped (a loose term) around his home. THE REACTION: Tapping into both GOT and Marshawn Lynch's audiences, fans were beyond surprised and delighted, they rallied around a football legend and his newest "Squire cuz" with resounding enthusiasm, driving directly into the hype for the new series launch.