YOU’RE NOT AS ALONE AS YOU THINK YOU ARE

Company
Director Sam Esmail
Project
Pitch for Mr. Robot social media campaign
Audience (proposed)
EsmailCorp followers on Twitter and Instagram
Contribution
Copywriting, concepting
Team
Concepted with photographer / designer
Sam Esmail's shows are famous for their easter eggs, interconnected themes, and tech-savvy followers who never tire of cracking cryptic codes. So this concept aligned with alternate reality games that led users to discover new parts of the Esmail "multiverse" by providing codes that would direct them to online games and other channels.

Flyers would be posted in locations familiar to fans of Mr. Robot and other Esmail properties, then photographed and shared on Instagram/Twitter as part of an ongoing social campaign to tease different parts of new ARGs as they rolled out. In this example, obscure messages invoking the ominous voice of Esmail's brand would lead users to call a number that would either put them through a labyrinthian phone tree, or direct them to new instructions on the website.

The copy direction, You’re not as alone as you think you are

depicts images and posts in both public spaces…

…and increasingly private ones where the message would become creepier and creepier.