Nineteen years after Unbreakable, and on the heels of Split, this “comic book” trilogy concluded with Glass, and a cinematic universe of heroes and villains finally revealed their powers to the world. Our social campaign played into the belief that not only are such beings real, but that they exist around you. From the eye-catching original content filling social feeds to interactive digital experiences, fans immersed themselves in this possibility and drove Glass to a #1 opening weekend.



Original content highlighted the star trio and drove excitement around their inevitable confrontation. Special shoot video (scripted by bpg) with the leads helped create a fan experience at NYCC, “Hero or Villain,” that we extended into both a microsite and Facebook bot where users discovered their extraordinary selves. “The Overseer” Facebook Group also reinforced that the events in the film were real.