Mr. Robot - Creative Campaign
To bridge the gap between seasons two and three, we amplified "Mr. Robot" with a unique campaign at San Diego and New York City Comic-Con, immersing fans in the show's dystopian world.
Context
In San Diego, we transformed a district into the show's dystopian world, complete with a real-life E-Coin economy. Over 11,000 participants engaged, with 236 completing an alternate reality game tied to the show’s plot. The campaign generated 22 million earned media impressions, fueling anticipation for season three.
In New York, over 500 fans attended the E-Coin Launch event during Comic Con, experiencing an exclusive preview of season 3, live music, gourmet food, and a surprise F-Society takeover. The event culminated in a protest staged by F-Society, deepening the audience's connection to the show's narrative.
Solution
I led the creation of motion graphics and served as the creative design lead on this campaign. I was responsible for the strategy, concept, and visual language, and collaborated with external teams to produce on-air graphics, motion graphics, and print materials for out-of-home placements. Additionally, I worked closely with digital and social teams to ensure a cohesive visual experience across all platforms.
My Role
The goal was to sustain and heighten audience engagement during the off-season by bringing the "Mr. Robot" universe to life through interactive experiences.
Objective
