For the second season of Utopia we conceived and produced an integrated campaign comprised of TV trailers, digital posters, an interactive web experience and online homepage takeovers across Channel4.com, Radio Times, The Telegraph, The Guardian, TV Guide and more – each reflecting the show’s distinct visual style.
We came up with the premise of the ‘All seeing eye’. It watches you. Wherever you are. Whatever you are doing. The eye is representative of the drama’s underlying theme that ‘The Network’ knows your every move and is following you. In Digital posters placed in major cities across the UK the eye is animated; it scours train station platforms, interrupting, glitching whilst escalator panels on London’s underground follow passengers as they travel up and down.
Online, home page takeovers follow the same theme and when users move their cursor, the eye in the online banners mimic and follow their movement around the screen. We also created “The Network is Watching” an interactive multi-platform web-experience. The experience uses visitor’s social media information and a photo of their face to frame them by placing them into CCTV footage of people committing heinous crimes. The Network’s chilling voiceover states: “We now know everything about you. People will believe you did this. We own you. You can’t hide from us.”