Her :: Digital Campaign Case Study

To promote writer/director Spike Jonze’s Her - an original love story made for the modern digital age - my team and I at Warner Bros. crafted our digital campaign with a heavily social-media focused campaign backed up by an ambitious screening and fan response program.

The social media campaign was heavily focused on Tumblr - Tumblr housed the film’s official site as well as “Everything about Everything” - a blog maintained by Spike himself about the perils of love in the modern digital age. The Tumblr site aggregated fan art as well as GIFs and cinemagraphs that leveraged film cinematographer Hoyte van Hoytema’s gloriously realized visuals as infinitely looping moments of highly-shareable GIF art.

We also leveraged the film’s emotive musings on love as a series of quote graphics that were widely shared across Facebook, Instagram and Twitter. Production designer Geoff McFettridge’s concept art and production designs also became social media content giving fans a peak into the creative minds behind the film.

Going further into the creative minds of the film, we then partnered with Vice and The Creators Project to create a 30-minute documentary - “Love In The Modern Age” with Spike Jonze and thoughts on love from comedians Marc Maron and Charlyne Yi, singer Lauren Mayberry of CHVRCHES as well as celebrated relationship expert and TED luminary Ester Perel. 

We furthered our partnership with Vice by launching a 10 city screening tour of the US for Vice readers, influencers, tastemakers, and press. Each screening also featured a post-screening party with a confessions booth where party-goers could anonymously share their thoughts on the film. 

For those who were too camera shy to participate in the #HERCONFESSIONS booth, we also provided written stationery where they could draw their reactions - the responses ranged from beautiful and touching to heartbreaking and hilarious.  

---------CREDITS ---------

Social Campaign: Concept Arts

Love in the Modern Age: Vice

Screening Tour & Confessionals Booth: Vice

Confessionals reactions: Mark Woollen & Associates

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