GHOST IN THE SHELL

CINEMA | TV | SOCIAL

The brief was a challenging one: market a Sci-Fi picture based on a 1995 Japanese anime to a mainstream, female audience. And, Paramount gave us the assignment a month before the premiere. Our solution: I Am Major, a fully integrated campaign to broaden the film’s appeal to women by making Scarlett Johansson’s character more human and sympathetic. 21st Century women may not be able to relate to a cyborg cop hunting down her past, but they can relate to the tremendous pressures pulling her to fulfill many roles at once. We wrote and produced an original trailer and created a website that gave people access to a unique I Am Major filter. It quickly went viral.

CREDITS
ACD: Travis Swingler // Steven Townsend
Agency: TBWA\Chait\Day LA
Client: Paramount Studios