The Lazarus Project - Campaign - Sky
The Lazarus Project is a propulsive time-travelling thriller from writer Joe Barton, with rising talent Paapa Essiedu leading an ensemble cast of complex and morally compromised misfits. Series one struggled to find its audience, having been broadly pitched at drama-romance fans and sci-fi lovers alike. For series two, we were told to go all in on mind-bending action.
Time travel is having an extended moment. Cinema is awash with multiverse narratives, from the mainstream MCU, to ‘high-brow’, high-octane thrillers like Tenet, through to critical hits like Everything Everywhere All at Once; inspiration was never far away.
We wanted to show how George had grown from the fish-out-of-water everyman to the capable super spy. But we didn’t want to turn him into the generic sprinting hero, there had to be some vulnerability and humour there.
We flexed this idea across different media. We took over Custom House DLR station for Comicon with a 96$ domination and multi-Georges on panels on the walkways and animated it on D6s.
For paid social, we made an Instagram Reel which ‘rebooted’ your phone to July 1st 00:00 – the point at which time reset in the series, known as ‘checkpoint day’.