Exciting a Fan Base with a Twisted ARG

Client

Warner Bros

Agency

BOND

Services

Art Direction
Ideation
Web Design

Recognition

Clios in Theatrical: Website, Silver
Forbes, IGN, Gizmodo, CNET, Collider, Elite Daily, Mr. Sunday Movies, New Rockstars, Screen Rant, Looper, Gamer Rant

Solve the Riddles

The Gotham criminal web is a puzzle that not even Batman can solve (or wants to), but will find himself with no other choice. Our campaign strategy for The Batman explored the many shades of vengeance, not only in Batman, but in all our characters.

We empowered audiences to explore the contrast between the dark of Gotham’s crime scene and the light of interactivity, through the gamification of riddles.

Question everything.#TheBatman pic.twitter.com/OUOkscOdK0
— Matt Reeves (@mattreevesLA) December 20, 2021

Question Everything

We kicked off the campaign with a teaser from Director Matt Reeves himself, teasing Rataalada with a cryptic message hidden in a motion poster which I led the animation and sound design for.

The creative slowly reveals Batman’s silhouette which as it reveals further turns into a question mark. That paired with the caption invites the user to keep digging. As the animation progresses, our cypher code is slowly revealed to kick off the ARG.

The Impact

By activating core fans, and giving them the type of content they wanted to see, we were able to spread a word of mouth moment that engaged beyond core fans on a highly emotional level.