Yuriy M / Creative Director

TENSION

“The Tomorrow War” was Amazon Studios’ biggest, most expensive bet ever ($200M production). But launching a massive sci-fi action movie on a streaming service can feel “small.” We wanted to generate the kind of excitement usually reserved for Spielberg/Cameron summer blockbusters.

INSIGHT/

STRATEGY

We needed to get everyone home to watch. Thankfully, a great way to get people inside is by making them terrified of outside. To sell the reality of the film's killer aliens (White Spikes), we had to tangibly create the atmosphere of an ongoing invasion.

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IDEA

THE SPECIMEN CONVOY

We custom-built military cargo trucks to transport captured aliens through major cities, from Los Angeles to Tokyo. The containment unit was a performance: the animatronic cargo moved, shook, and used directional audio to "snarl" at specific pedestrians, terrifying and delighting crowds worldwide.

— PROJECT

Tomorrow War

Launch Campaign

— CLIENT

Amazon Studios

(Agency: R/GA)

— ROLE

Lead Writer

— AGENCY

R/GA

"AUGMENTED REALITY" OOH

We rolled out a multi-channel campaign designed to blur the

line between the film's lore and our reality. To give people a view of what a post-invasion Earth would look like, we converted digital boards into live views of destroyed monuments.

SCIENCE-FOCUSED SOCIAL

To engage younger audiences and deepen the lore, we looked past the explosions and focused on the biology. We created science-focused social content that analyzed the alien threat, treating the release as a way to educate on topics of xenobiology, time travel, and relativity.

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RED CARPET TAKEOVER

After terrifying the world, our convoy parked at the World Premiere, serving as the backdrop for the cast and press. We turned the red carpet into a military outpost, with Chris Pratt making heart-warming contact with the extra-terrestrial.