— PROJECT
SOCIAL CAMPAIGN + ARG WEBSITE
— CLIENT
WARNER BROS.
— ROLE
DESIGNER
— AGENCY
BOND
— DATE
2021
Our team was challenged to create a standout digital campaign to promote the film The Batman by director Matt Reeves. Amongst growing superhero fatigue, our team sought to create a uniquely gamified and interactive campaign for Batman super fans and event moviegoers alike.
Throughout our campaign, we sought to spotlight the Riddler and his unique persona while activating True Crime fans to dig deeper into each message and clue.
LETS PLAY
A GAME…
For our first beat in the campaign, Director Matt Reeves debuted a custom motion poster to his social accounts with the caption “YOU ARE EL RATA ALADA”.
The Batman official social accounts responded with a custom motion asset in which select letters of that message briefly flip to cipher symbols.
RATAALADA
The launch of the Riddler’s ARG site was announced via Instagram and Twitter on both director Matt Reeves and the official DC Comics social handles. Fans immediately ran to the site to try and unmask the mystery.
RIDDLER TAKEOVER
Acting as the Riddler, our team dropped clues every few weeks using the unique cipher. Hardcore fans knew to look below the surface and found even more hidden clues buried in the contrast of each image.
RIDDLE ME THIS…
During each new beat, users flocked to the website to answer the Riddler’s newest query. Upon answering correctly, the user would earn a payoff image such as sketches of the Batman, riddler journal pages, surveillance images and more.
THE END…?
On release day, the Riddler dropped one final letter signing off…or did he?
DELETED SCENE
Timed to the opening weekend for the film in China, we updated the Rataalada site with one final drop – the full teaser scene between The Batman and the Joker.
12M
TOTAL ARG WEBSITE VISITS
30.2M
ORGANIC VIEWS
4.5B
IMPRESSIONS
THE TEAM
RUSS LEE, Creative Director
JESSICA KALDEM, Art Director
DAVID ROSENZWEIG, Copywriter
MARIANA URBIE, Copywriter
CHRISTINE, Accounts
ALEXANDRA KUGLER, Accounts
ALLIE ROCHE, Strategy
JESSICA COOPER, Strategy
AWARDS
- 🥈 2022 CLIO AWARDS WINNER, SILVER MEDIUM: Theatrical/Film | Digital/Mobile Social Media & Craft CATEGORY: Copywriting
🥈 2022 CLIO AWARDS WINNER, SILVER
MEDIUM: Theatrical/Film | Digital/Mobile Social Media & Craft
- CATEGORY: Website
AWAR
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