10 Cloverfield Lane
For 10 Cloverfield Lane, I worked very closely with JJ Abrams himself along with the amazing team at Bad Robot to really give fans of his an experience like no other. We brought the movie into real life and slowly leaked out clues where fans of the Cloverfield franchise could solve puzzles, take road trips, unearth treasures and interact with a whole slew of other UGC components along the way. This was by far the most advantageous and complex campaign I was a part of during my 6 years at Paramount. I did this entire campaign portion with only the help of my small team and Bad Robot.
A deeper dive of this project is below, but to summarize, I did sound design, hired voice actors, created fake websites, put easter eggs into theatrical movie trailors that you had to take photos of and change brightness levels to see them, buried an ammo can in a farm filled with prepper gear that John Goodman’s character would have planted in the movie. Just tons and tons of work.
The viral campaign my team curated made big waves online, being sited on several websites, fansites, Reddit, etc...
Link one | Link two | Link three | Link four |
Here is a link to a PDF file that shows an in depth breakdown of the ARG experience my team was responsible for, working hand in hand with Bad Robot and JJ Abrams team.
On this page you will see a video breakdown of the end of a very complex long lead ARG / scavenger hunt unfolding in realtime as the winner filmed his experience. I personally hand picked all of the content of that box, the ammo box itself, and the handwritten note inside of it. We then seeded out coordinates in various forms of media for users to decode. Once decoded, the coordinates would have led them to a farm in Louisiana where they would have to dig up the buried box we planted at ground zero. Inside the box were several survival items.
One of the items included was a USB drive that had an audio recording on it. My team was also VERY hands on with the recording of the content on this drive which can be heard in the below video.
I had the pleasure of using some old synthesizers of my own to create some alien radio interference to be used in the ARG audio file.
Marketing strategy and ARG viral campaign
Fake website for Tagruato Inc. to promote an extensive ARG wormhole experience
Sound designing for J.J. Abrams' 10 Cloverfield Lane viral marketing campaign.
