Our campaign helped deliver a #1 opening weekend at a much higher than expected $40M-plus. Writer/Director M. Night Shyamalan was back with a psychological thriller built around the mythical extremes of dissociative identity disorder, and our campaign distilled this narrative hook into eye-catching original content.


High-end motion pieces conveyed the terror of McAvoy’s character, infusing the “split” theme into the creative in multiple ways – through design, editing, and copy.


To help drive awareness, we built the official site on the Tumblr platform and populated it with original motion pieces without any official branding to generate shares – and inspire authentic fan art. These pieces led to viewers creating their own arresting takes on Split and sharing the title with friends.