Lionsgate – The Commuter

Campaign Strategy • Creative Direction • Copywriting • Motion Design

A web activation that used Facebook and the Google Cloud Vision API to pull fans into a fun, personalized quiz inspired by the film. Thanks to the Facebook integration and machine learning capabilities of the Cloud Vision API, we were able to ramp up the creep factor by integrating each fans personal data and photos into the script. 

Design

One of the early Teaser Posters Lionsgate released had a Saul Bass/Noir vibe that I leaned into for the site. This was mixed seamlessly with film footage and animation to carry fans through the narrative.

Behind The Scenes

Building an experience like this brought together a variety of great talent. We used Adobe Animate and After Effects for some of the more nuanced animation work. Those animations were exported using BodyMovin.js and seamlessly integrated into the site by our Front-End developer. Meanwhile another developer was handling the backend integration of the Cloud Vision and Facebook API's. 

Social Integration

The experience was launched via a promoted post on Facebook, and to boost organic traffic, participants were rewarded with a custom share graphic touting their achivements.

Site Walkthrough

A few weeks after this site went live, the Cambridge Analytica leaks were made public and Facebook compleltely locked down their API. Much of the user data we integrated into the experience is no longer accessible to developers, moreover the public willingness to share such data with advertisers has decreased significantly. Consequently, the site is no longer live and, needless to say, I'd tackle a similar brief very differenly today.

Want More? See the whole experience from start to finish below.

Credits:
Client: Lionsgate
Agency: Project C
Creative Director: John Christiano
Assoc. Creative Director: Joey Barrus
Art Director: Alie Jackson
Motion: Joey Barrus, Alie Jackson
Designers: Jennifer Sneary, Ricky Valenzuela
Developer: Andy Schlossberg
Producer: Jennifer Christiano
Sound Design: Joey Barrus