10 Cloverfield Lane is a psychological thriller set in the universe of Cloverfield, where suspense, paranoia, and isolation drive every moment. We built a campaign that tapped straight into that energy. From theatrical to social, the creative leaned into the film's tension, using design, storytelling, and atmosphere to keep audiences guessing.
The social rollout focused heavily on the characters. Through custom illustrations, animated vignettes, and eerie in-world posts, we let fans experience the story from inside the bunker. Each asset was designed to feel like a clue, something off, something worth unraveling. We used Instagram and X to seed character-driven moments, cryptic hints, and countdowns that pulled people deeper into the mystery.
For the theatrical side, typography and layout played a huge role. The vertical title treatment became symbolic, a clean, ominous line dropping underground much like the story itself. The negative space, the split compositions, and the overall restraint all worked together to reflect the film's themes. This was a campaign that didn't just promote the movie, it invited audiences to feel the tension before they even stepped into the theater.
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Role: Designer + Creative Director
Client: Bad Robot + Paramount Pictures
