Eclipse was asked by Overture Films to help make Law Abiding Citizen a hit. Featuring a dueling Gerard Butler and Jamie Foxx, the theatrical thriller probed the depths of our country’s decaying justice system. In a very competitive arena, generating awareness and selling tickets was the challenge.
We realized LAC needed to visually distinguish itself from other films in general and from other thrillers as well. The solution was to take a bold, provocative approach, including striking black-and-white imagery, a limited use of color, and an overall down-to-earth, gritty textural feel. The campaign incorporated these elements for online banners, the website, the video mashup, and the “One Step Ahead” online game.
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Role: Concept, UX/UI, Creative/Art Direction, Design
Agency: Eclipse
Agency: Eclipse
Client: Overture Films
Concept: Theatrical Site Storyboard
Frustrated by the legal system, a victim of a horrific crime against his wife and daughter becomes enraged and decides to take justice into his own hands. To avenge his wife and daughter's death, he targets not only the killer but everyone involved in the plea deal that would set the killer free.
The concept site takes the user through an interactive experience inside each character's internal struggles of Revenge vs. Justice.
Interacting with each character illustrates how one can interpret the law to either fix or uphold the justice system. Challenge yourself by going through case files, surveillance photos, and character profiles. Play the LAC ARG to find hidden codes scattered throughout the cities. New clues are released every week and prizes are awarded to those who can find the most before time runs out.
LAC ARG
Final: Theatrical Website
The final campaign included the theatrical website, digital advertising, video mashup and the “One Step Ahead” online game. The mashup received more than 5,000 views and the “One Step Ahead” game received more than 4,000 views in a 2-week time frame. The interactive campaign delivered over $500,000 in extra media exposures and saw an increase click-through rate per unique use. Most importantly, LAC cashed in with over $70 million in domestic box-office receipts, far exceeding expectations.
LAC Advert Game
