I am Major

I Am Major, a fully integrated campaign to launch Paramount’s blockbuster film. The campaign was designed appeal to women by making Scarlett Johansson’s character more human and sympathetic. 21st Century women may not be able to relate to a cyborg cop hunting down her past, but they can relate to the tremendous pressures pulling her to fulfill many roles at once. Along with the trailer and we produced a microsite that gave fans access to a unique I Am Major filter.

CREATIVE CREDITS
Creative Director: Doug Menezes
Associate Creative Directors: Steven Townsend, Travis Swingler