Challenge:
Mars movies have historically struggled at the box office. So how do you build excitement about a new entry into the genre in 2015? And how do you create momentum without succumbing to Hollywood's habit of flooding the market with every spoiler-ridden plot detail?
"The World is Watching"
To launch The Martian, we worked closely with legendary filmmaker Ridley Scott and 20th Century Fox to design a months-long original narrative that would tell the story of the mission from the public's point of view. Our goal was simple: Bring the world to life with the same cultural noise of the Cold War-era space race. Additionally, create an official continuity that could include brands, publishers, celebrities, and the audience.
Results:
- Opened #1 at the box-office
- #1 movie for 4 weeks (U.S.)
- 2nd-highest Fall opening of all-time
- Ridley Scott’s most successful film ever
- $600 million+ worldwide box-office
- 20 million+ video views, beyond the trailers
- A multiplatform narrative developed in chorus with NASA, Microsoft, GoPro, Under Armour, National Geographic, and StarTalk
Official Training Partner of the Ares Space Program:
We developed a comprehensive integrated partnership with Under Armour for Ridley Scott's The Martian that started with a simple idea: what if astronauts were sponsored by brands in the year 2035? The resulting campaign positioned the company as a provider of next-generation training gear designed for optimal mobility, comfort, advanced biometric data, and protection in the most demanding environment of all - space.
“One of the best, most creative, and frankly most awesome promos for a movie ever.”
— THE NERDIST
“Ensures that viewers are invested in the characters before the movie even starts, and that we want them all to get off Mars safely.”
— FAST COMPANY
“Might be described as the most realistic three-minute glimpse into the future, ever...All future makers of movies about the future, take note.”
— MASHABLE
“The best teaser you’ll see all year.”
— WHAT CULTURE
“There’s something else about these funny side trailers that puts them above the rank-and-file trailer blast that usually accompanies movies.”
— THE MARY SUE
3AM, 2015
Role: Freelance Creative