Alien: Covenant — Glen Brackenridge

Glen Brackenridge

Writer & Creative Director

Partnering with 20th Century Fox and AMD, we conceived of and oversaw the launch of a multi-phase campaign that brought the fictional corporation of Weyland-Yutani to our reality, delighting fans everywhere.

In this experience, fans were allowed to “reserve” the robot character Walter on an in-world website.

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VISIT THE SITE

The first phase of the campaign featured haunting and mysterious product ads that only hinted at what we were selling.

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In the next phase we began the process of matching a Walter unit to the fan by calibrating Walter's "biosocial compatibility" and implanting that information into their unit's data chip.

At the conclusion of that phase a Thank You email was sent, along with an image of the fan's unique chip.

A few weeks later we sent them a follow-up informing them that production was complete and that they could visit the site to finish customizing their Walter unit.

The site introduced Walter as the latest development in synthetic companionship.

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Fans then had their personalities assessed and a unique Walter model calibrated specifically for their personality.

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The personality assessment used psychological tests for the Big 5 personality traits, but filtered through the fictional future world of the Alien franchise, to determine which Walter unit was right for you.