The Game Is Afoot.

Aro+Ha_0387.jpg — Knives Out
Official Website

A classic genre needed a modern, webGL twist. The official site replaced the tired “family tree” with a 3D dagger. Integrated web AR allowed fans to place the knife in their room, and inspect it for hidden clues.

Chris Evans’ Sweater

The Birth Of A Meme

Fan reactions from early screenings kept referencing Chris Evans’ cable-knit sweater. So the Lionsgate team made it a meme, and the unofficial mascot of the film.

What followed were crazy fan reactions, sweater-only screenings, a “sweater stan” takeover on Twitter, paid media more more hilarity.

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Get Your Cut

We hid clues throughout the marketing materials and promised a fortune to fans who could hunt them all down.
The film’s cast was so impressed, they joined the fun, shooting custom videos to promote the sweepstakes.
In the end, fans’ “time spent on site” totaled more than one calendar year.

In-World Storytelling

Working closely with director Rian Johnson, we created in-depth backstories for many of the characters in the film. Toni Collette, Jamie Lee Curtis and Michael Shannon all filmed “ads” for their characters’ fictitious businesses, complete with Easter eggs that connected to the “Get Your Cut” sweepstakes.