“A disturbing online experience… brilliantly dark and surreal.”
Myself and UNIT9 teamed up with The Kissinger Twins and 4Creative created a dark teaser campaign for Channel4’s hit show Utopia. The campaign used the themes of surveillance, incrimination, and identity manipulation to promote the series. We created the “all-seeing eye” to evoke the nefarious nature of The Network.
The story of this conspiracy thriller follows a small group of people who find themselves in possession of a manuscript The Utopia Experiments which predicted the worst disasters of the last century. This leads them to be targeted by an organisation known as The Network, which they must avoid to survive.
The experience opens with serene and peaceful images. Then users are asked to sign up with their Facebook account and to complete their profile by allowing the website to scan their image. The Network steals the users’ identity, manipulates the footage and forces users to watch the film in which they commit a crime. Now, the users have no choice but to submit to The Network.
The site started a huge conversation on Twitter, Facebook, and Google+, with notoriety from Creative Review and the FWA. The project has been presented at the Edmonton International Film Festival, Trieste Sci-Fi International Film Festival and Tirana International Film Festival. The eye appears on billboards, interactive screens, in TV Ads and finally, online banners. It leads users to TheNetworkIsWatching.com, a HTML5 digital experience on desktop, mobile, and tablet.