Marvel + Fox | The Gifted Launch Campaign
To launch the new Marvel series, set in the world of the X-Men, we crafted an integrated teaser campaign for the die-hard X-Men fans. Anyone who knows X-Men knows the Sentinels, so our campaign played off the rampant anti-mutant discrimination that has kept the X-Men relevant from their debut in the '60s to today.
#MutantsUnite | Countercampaign
For the next phase of the roll-out, we actually started hacking our own Sentinel Services campaign, with messages from the Mutant Underground heroes of the show.
Mutant Case Files | Social Trading Cards
Closer to launch, we released a series of social trading cards, introducing the world to our mutant characters.
Get Tested (for the X-Gene) | Comic Con Activation
At Comic Con, we created special screening booths where people could get tested for the X-Gene.