Clockwork Princess
Cassandra Clare wanted an explosive book reveal for her final installment in her best selling series, Infernal Devices. We fulfilled her vision in building a live action world true to the universe she created.
The final book to Cassandra Clares best selling trillogy. With a loyal and devout following on twitter and tumblr, Cassandra wanted a send-off that goes above and beyond normal book reveals.
Our team was tasked to collaborate with Cassandra & her publishier to create a campaign that leverages her fanbase on her social medias.
We decided on a campaign that created a sense of scarcity by witholding the book reveal behind a “retweet wall”. Once the book was fully revealed we dropped a live action trailer to give the book reveal “the full-send”.
The campaign was a massive success with the book trending worldwide on Twitter. 1,000,000 books approved for print before release, 30% higher sales compared to her previous books & a movie being optioned at universal studios based on this trailer!
The final book to Cassandra Clares best selling trilogy. A loyal and devout following on twitter and tumblr. Cassandra wanted a send-off that goes above and beyond normal book reveals.
Through our collaboration we created a live action trailer for her book release, she had a massive success amassing 30k tweets within 2 hours of our trailer reveal & over 500k tweets within 24hours reaching a global trending topic.
I was tasked with R&D of translating the books identity into a live action format & collaborating with marketing to develop how the campaign came together.
Additionally I was tasked with keying green screens for every shot. Creating 3D enviroments for our live action characters, Compositing the majority of shots together, and doing CGI book motion graphics.
I found that using vintage photos of old London I was able to get a stylized look that aligned with the books descriptions.
tweets in 24 hours
500k
increase in book sales
30%
worldwide tag on twitter
Trending
A full shot break down of each layer in Nuke. We used projections techniques to create a 3D scene from old photography. Also using 3D volumetric clouds to create an extra sense of depth.
The Problem
Cassandra has created an extremely loyal fanbase on twitter, and she wanted a new way to leverage the close connection she has with her twitter followers.
The Solution
We were aware of how the internet is creating an abundance of information and decided to leverage this understanding
We intentionally subverted expectations by withholding information of her book release and created a moment of anticipation for her fans.
For ever tweet or retweet about the new book, a small piece of the book got revealed on their promotional site. As fans quickly caught on the tweets spread like wildfire.
What her fans did not anticipate was a live action trailer featuring the actual book cover actress for the full book reveal after they fully revealed the book.
We did not have the visual world built out when filming began we shot all of our plates in front of a green screen.
Our Main visual reference was the book cover of Clockwork Princess
From there were had the artistic liberty to create the world cassandra wanted and did not need reshoots for our actors.
Thanks for looking!
Back