To promote Season 2 of Utopia we conceived and produced an integrated campaign comprised of TV trailers, digital posters, an interactive web experience and online homepage takeovers across major news sites 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. The glitching, animated eye scours train station platforms, whilst escalator panels on London’s underground follow passengers as they travel up and down.
On home page takeovers and banners the eye follows the user’s cursor around the screen. We also created “The Network is Watching” an interactive multi-platform web-experience. The experience uses visitor’s social media data and their profile photo to frame them using CCTV footage of heinous crimes.