Channel 4 - Utopia Viral

Channel4’s new thrilling drama Utopia launched in early January 2013. 4Creative was commissioned to
create a social media campaign to raise awareness among influencers and TV journalist and get them chatting about the series.

My solution was simple yet effective: We recreated the feeling of being watched with a series of personalised viral films featuring Utopia character Wilson Wilson. He warns them that they are being followed while revealing aspects of their personal lives in incredible detail.

The films went viral in a matter of hours, with 1 million opportunities to view and thousands of views on YouTube.

My role as the lead creative was to come up with the idea, write the scripts and see the project all the way through.

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Associate Creative Director at R/GA
Digital Strategist