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 Tumblr site positioned original content as fan art, inspiring viewers to contribute – and share the images across their networks.

TUMBLR

OFFICIAL MOVIE SITE TUMBLR

To help 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.