Dex
TER.
The Story:
Agency: Modernista!
Boston, MA
Category: ARG
Client: Showtime
Role: Senior Art Director
There are a lot of different kinds of projects that can happen in an agency or even creatively. This project was unlike anything I had heard of. An Alternate Reality Game, ARG, was the task that was to bridge the gap between seasons of the popular Showtime show, Dexter. This project was done with a small team and everyone worked tirelessly for three months each day, writing the story as we were telling it.
We faced the challenge of no experience doing this kind of immersive work, a tight budget that forced more creative thinking and production, and an audience that wanted nothing more than the satisfaction of hacking our servers, figuring out codes and expose us as the storytellers. A true gift to have had the opportunity to create.
Integrated Alternate reality game
An ARG is a transmedia storytelling event. Several large movie franchises have cult-like followers to create these types of engagement. The Dark Knight, Nine in Nails, and many more cross the lines of telling deeper stories that interact online and IRL. Hidden hard drives, scavenger hunts, and more create bridges between audience members to work together to solve the riddles. It’s borderline insane.
Narrative:
A vigilante Serial Huntress uses social media to help unravel clues to a series of murders perpetrated by the Infinity Killer.
The task of this project was to build excitement for the 5th season premiere of Showtime's acclaimed series DEXTER. Positioned to allow fans of the show to interact and be a part of the game. Appealing to hardcore fans of the show and spiking with large-scale events for general followers, the DEXTER premiere became Showtime's highest-rated premiere to date.
A detailed overview of all events, riddles, clues and hacks has been archieved by one of the bigger fans of the ARG.
comic-con
We launched our rabbithole at Comic-Con in San Diego. It was an exhaustive production to build a hidden “kill room” in the gaslamp district. Once fans found it, they were presented with a forensic science feast for the mind.
Comic-Con Websites and mobile apps that allowed fans to register their own kill marks and once the rabitthole riddle is solved, join a sleep therapy app with avatar.
Serial
Huntress
Infinity
Killer
Showtiime
Client.
Modernista!
Agency.
Credits
Executive Creative Directors: Gary Keopke & Lance Jensen
Creative Directors: Davi Sing & Xavier Teo
Senior Art Director: Tony Frusciante
Copy Writer: Loreli Brandoveschi
Strategy and Innovation: Howard Goldkrand
Allstars: Darren Crawforth, Michael Langone, Michael Jordan, Max Hendren, Duda Bosnic,
Recognition
The Webby Awards 2011 - People's Voice Awards - Winner
Best Street Marketing Campaign 2010 - LA Weekly
One Show Interactive Finalist: DEXTER Game On
SXSW Interactive Finalist: DEXTER ARG Kill Room
63rd Primetime Emmy Awards 2011: Dexter Game On
platforms
Video, Print, Digital, Social, Experience Installation, ARG, Transmedia Storytelling.