Google | Marvel

To launch the film Ant-Man, we created a “backstory” campaign that helped Google and Marvel blur the lines between the Marvel Cinematic Universe and the real world. We created unique social channels for key characters and corporations in the film, and tapped relevant media players like Buzzfeed, Mashable, Wired, and Marvel’s proprietary news channel WHiH to push our original content and narrative onto newsfeeds.

Fans and news outlets ate it up, including The Hollywood Reporter, Entertainment Weekly, The A.V. Club,  Fast Company, Reddit, and bloggers.

Here's a video we made that helps showcase how the campaign came together:

A few of the videos and content below (click for detail):

AGENCY: R/GA
ROLE: concept, art, copy with Josh Young