2017 Davey Award, Silver
Split: Content: Entertainment
Writer/Director M. Night Shyamalan was back with a psychological thriller built around the mythical extremes of dissociative identity disorder. James McAvoy played 23 different personas in one person, and our campaign distilled the many faces of a madman into original content.
In addition, our Tumblr site positioned more original content as fan art, inspiring viewers to contribute – and share the images across their networks. What terror will the arrival of the Beast, a mysterious 24th identity, bring?
Fans had to see the movie to experience the Shyamalan twist; and see it they did. Split’s 3-day weekend debut exceeded four times its reported budget, generating the 4th largest January opening ever. The Beast had arrived… with a bang.
Detached, Deranged, Demented
Our campaign led with the film’s singular hook: dissociative identity disorder run amok. Motion pieces captured the terror of McAvoy’s character: Who exactly are you speaking with? What threat are you facing? We then infused the “split” theme into the creative in multiple ways – through the design, editing, copy, etc.
Desperate to Escape
We flipped the POV from McAvoy to empathizing with the three girls held hostage. This is an escape tale, with our young leads facing a truly unknowable threat. Seeing the terror through their eyes grounds the tale for viewers.
OFFICIAL MOVIE SITE TUMBLR
To further drive awareness, we built the official site on the Tumblr platform and populated it with original motion pieces without any official branding to generate shares – and inspire authentic fan art. These pieces led to viewers creating their own arresting takes on Split and sharing the title with friends.