For the release of Death Note, a feature film from Netflix about a Death God, we worked with the filmmakers and cast to create a full throttle digital campaign. Based on an Anime by the same name, this film had a rabid fan base who aren't afraid to let people know what they think. So to ensure we were authentic as possible, we got our hands on the costume and had a custom shoot to capture the essence of the film and help build and define a world that fans would be proud of. All in all, this campaign helped the brand achieve a 58% growth in followers and a total of 17.6 Million impressions. Oh yeah, and it won a 2018 Entertainment Clio, which is nice.
For our launch piece, we used custom shoot footage, voice recordings from Willem Dafoe and a couple apples to give the world their first look at Ryuk.
To coincide with the release of Death Note, we reached out to some other Netflix properties to see if we could let the world know who was actually responsible for some of their most famous deaths. This spot ran across all the Death Note pages as well as the Netflix Brand pages and got people all over the internet talking. Turns out Ryuk was the only one who wasn't shocked when Frank killed Zoe. #TooSoon
Ryuk Was Here
The movie was set in Seattle, so that's where we took Ryuk. Kind of, at least. We shot Ryuk on a soundstage so that we could put him anywhere in the world we wanted.
Global Film Release
For the release of the film, we took it old school with some custom VO from Ryuk, (i.e. Willem Dafoe) (i.e. The Death God) mixed that with our custom footage and this is what we got!
Our award-winning social campaign came to life through a variety of different posts using a variety of different platform hacks, and it garnered a variety of different responses from a variety of different people. Basically, some people loved it and some people hated it, though the people that hated it only hated it because it wasn't exactly like the cartoon. Excuse me, Anime. #Variety