Love or hate it, Death Note was a global success for Netflix and got millions of fans and haters talking. Ignition partnered with Netflix to drive that conversation and create the global social campaign for the release of the film.
As Group Creative Director, I oversaw all social creative from pitch to campaign wrap, as well as directed our custom shoot with the Death God costume, to bring Ryuk and the world of Death Note to fans' screens all over the world.
NETFLIX DEATHS
Like most Death Gods, Ryuk has a fascination for how people die. We created a piece that showed his reactions to iconic Netflix characters meeting their demise from Stranger Things, Narcos, House of Cards and Orange is the New Black. This custom video was released on the Netflix Brand social channels to reach millions of global fans and allowed Death Note to play into their iconic Original Series.
RYUK SNAPCHAT LENS & GLOBAL FILM RELEASE GREETING VIDEO
MOVIE CONTENT
Leading up to premiere, our content leaned into movie footage to reveal the world even further and drive excitement for the film.
REACTIVE
Our reactive strategy immersed fans into the social conversation by rewarding them with personalized assets from Ryuk, such as their name carved into an apple or their handle written into the notebook as Ryuk laughed at the thought of their demise.
DEATH NOTE / SOCIAL CAMPAIGN TEAM
Brad Burris, Group Creative Director
Russell Der, Associate Creative Director, Writer
Nicole Weiss-Calamar, Sr. Producer
Rachel Reed, Art Director
Brian Tzec, Sr. Designer
Melanie Witkower, Social Media Manager
Cassie Kelly, Social Media Coordinator
Lissy L'Amoreaux, EVP Digital/Social
