To generate excitement about the launch of the second season Westworld—a sci-fi western thriller set in a theme park populated by robots that are virtually indistinguishable from humans—NOW TV created Fred the Robot.
Fred the Robot was modeled on a real 55-year-old male, and was brought to life by the robotics company Engineered Arts as a hyper-realistic humanoid robot. The alarmingly life-like bot is made with silicone skin, real hair and a complex metal skeleton that allows the robot to make realistic movements.
Fred was set up in a pub in London, along with hidden cameras, to see how real members of the public would interact with the artificially intelligent robot—just as in the television series. In the pub, Fred the Robot generated conversations and gave details about Westworld on NOW TV.