I oversaw production of the wide-reaching multimedia campaign for the theatrical release of Men in Black 3, involving the creation of microsites, out-of-home ads, online games, brand partnerships, social content, and more. Our team worked closely with filmmakers and studio executives to develop a unique narrative that fit into the MIB universe, including the introduction of a new fictional character, a teenage super sleuth who’s online handle was “Bugeyes”.
Clues planted on Bugeyes’ blog and in select partner locations, such as an in-store promotion at Baskin Robbins and a special edition of the Weekly World News tabloid newspaper, teased audiences to participate and follow Bugeye’s lead in search of clues. All of this elaborately orchestrated content ultimately led him (and followers of the campaign) to the real Men in Black. The end result was a lot of fun and a little crazy, a perfect fit for the film franchise and its fans.
CLIO Entertainment Awards
• Finalist, Integrated Campaign
• Finalist, Microsite/Website
