Coraline is the first feature film from Portland, Oregon, newcomer LAIKA Studios. Directed by Henry Selick and written by pop-lit superstar Neil Gaiman, it is the first stop-motion animated feature filmed entirely in 3D.
Our goal was to create fans of the film before it came out so we developed a fully integrated three-tiered strategy. Phase one was designed to activate online communities that have a reason to be passionate about this film in order to build a groundswell of support. Phase two was to create intrigue on a mass scale - introduce mysterious elements of the film that drive people to our website to learn more. Phase three to create mass awareness for the film and its launch date.
Our guiding light creatively was that everything we do should reflect the unique, cool, handmade nature of this film. We believed that the more you knew about what went into it, the more you'd get out of it. We also wanted to go beyond brand recognition and ensure that anyone who interacted with any element of our communications came away having had a brand experience, a sense of what it would be like to see the film.
We wanted the design of the website to reflect the handmade feel of the film. The idea was to give the user the ability to navigate all portions of the story by creating interactive elements that took cues from the movie. Users were invited to button their eyes, create a flower, spell their name and generally explore both worlds of Coraline.
I was instrumental in designing the interactive dialog elements. Making sure the user knew how to navigate while maintaining the brand integrity and their suspended belief was a challenging priority.
Our guiding light creatively was that everything we do should reflect the unique, cool, handmade nature of this film.Visit website
Campaign pieces were an exhaustive effort joined by all in W+K studio. The influencer boxes feature real handmade pieces from the movie given to bloggers. Wild posting posters were designed by W+K studio and given as digital downloads on the website. The Coraline Dunks were given away in a contest and were designed by the W+K 12 group in collaboration with product designers at Nike. Fun fact: it’s the only Nike shoe to ever have buttons.View campaign