What started as the graphic novel The Coldest City turned into an action-packed showcase so big that Universal Studio’s marketing arm stepped in to help Focus Features handle the release. They, in turn, called on us to create the #IAMATOMIC microsite, empowering fans both to create a customized poster-inspired sharable asset as well as to help generate donations for a powerful cause.
The site, along with our vibrant, pulsing video-rich social campaign, helped deliver a stand-out hit for Focus as Atomic Blonde delivered their fourth highest debut weekend ever.
Our UGC-generating “Atomic Me” microsite invited fans to imagine themselves as empowered as the title character; users personalized the key art with a descriptor (in place of “Me”) then shared it by using the hashtag #IAMATOMIC.
The site launched in partnership with the It Gets Better Project, generating donations in support of the LGBTQ youth community while driving awareness of the movie title. For every customized photo shared with #IAmAtomic, Universal donated a dollar to the IGBP with a goal of $10K.