Marvel knew that Secret Invasion, their Disney+ series based on the popular comic book event, was packed to the gills with details that would thrill hardcore fans and newcomers alike. But today’s Marvel fans don’t miss a trick - that’s why Disney+ asked us to design a campaign that could stay one step ahead of the audience. 

We built out an in-world “detective board” packed with Easter eggs connecting Secret Invasion to the larger MCU for fans to speculate around. We designed the board as an interconnected Instagram grid. And in the middle of the board, we hid the password to a website containing the first 5 minutes of the show. If you’re a Marvel fan, our grid had all the secrets you were dying to see. 

And then the kicker: after five minutes, we deleted the whole thing, relying on eagle-eyed fans to put the pieces together among themselves. 

American Advertising Awards

Gold

Social Media Campaign