20th Century Fox x Alien: Covenant
Worldbuilding Campaign
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A wide-ranging campaign that set-up the story and reintroduced the Alien franchise to a new generation of filmgoers.
With Alien: Covenant, the challenge was to introduce audiences to the new characters in the film, bridge the timeline between Prometheus and the current film, and well as signal to fans everywhere that the franchise was returning to its roots.
To do this, 3AM developed an expansive worldbuilding campaign for the film, leading to the film’s premiere. This included a branded content, in-world Weyland-Yutani ad created in partnership with AMD, called “Meet Walter.” In this ad, we introduced audiences to the franchise’s newest android, Walter (Michael Fassbender), positioning him as the latest breakthrough in AI technology.
But AMD wasn’t our only brand partner on the campaign. We also partnered with Audi to create another in-world piece, this one called “Into the Unknown” featuring Audi’s own lunar quattro — a real functioning rover that launched into space in 2017, not long after Alien: Covenant was released in theaters.
But AMD wasn’t our only brand partner on the campaign. We also partnered with Audi to create another in-world piece, this one called “Into the Unknown” featuring Audi’s own lunar quattro — a real functioning rover that launched into space in 2017, not long after Alien: Covenant was released in theaters.
This was followed by a series of character farewell videos in partnership with Go Pro and Loot Crate to further deepen the crew’s backstories.
Finally, for the film’s Blu Ray release, a short video was created called “Advent,” showing the AI David’s horrific experiments following Prometheus.
