Dune 2, told in the Language of Reels
Dune 2, told in the Language of Reels
CLIENT: WARNER BROS.
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY & DIRECTION
Dune 2, told in the Language of Reels
CLIENT: WARNER BROS.
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY & DIRECTION
CONTEXT
CONTEXT
CONTEXT
Making a blockbuster native to the feed
Making a blockbuster native to the feed
Making a blockbuster
native to the feed
Reels was new territory for studios. Warner brought Dune: Part Two to Meta trailer-first, built around the scale of the film. Getting a trailer-first studio comfortable with lo-fi meant building it with them.
This is where it landed:
Reels was new territory for studios. Warner brought Dune: Part Two to Meta trailer-first, built around the scale of the film. Getting a trailer-first studio comfortable with lo-fi meant building it with them.
This is where it landed:
Reels was new territory for studios. Warner brought Dune: Part Two to Meta trailer-first, built around the scale of the film. Getting a trailer-first studio comfortable with lo-fi meant building it with them.
This is where it landed:
INSIGHT
The trailer can
only say so much
The trailer made the case for the film. Native Reels gave audiences more reasons to care, adding context beyond the trailer. Validated by Meta research that added context makes a Reel 5.3× more likely to drive purchase intent.
INSIGHT
The trailer can
only say so much
The trailer made the case for the film. Native Reels gave audiences more reasons to care, adding context beyond the trailer. Validated by Meta research that added context makes a Reel 5.3× more likely to drive purchase intent.
INSIGHT
The trailer can
only say so much
The trailer made the case for the film. Native Reels gave audiences more reasons to care, adding context beyond the trailer. Validated by Meta research that added context makes a Reel 5.3× more likely to drive purchase intent.
IDEA SYSTEM
META-
morphosis
The screen is not the edge of Arrakis. Some
worlds refuse to stay inside the frame.
IDEA SYSTEM
META-
morphosis
The screen is not the edge of Arrakis. Some
worlds refuse to stay inside the frame.
IDEA SYSTEM
META-
morphosis
The screen is not the edge of Arrakis. Some
worlds refuse to stay inside the frame.
PRODUCTION
PRODUCTION
PRODUCTION
Creative direction started at the shot list
Creative direction started at the shot list
Creative direction started
at the shot list
I armed Warner’s marketing and production teams with the ideas, shot list, and techniques to capture footage native to the feed.
I armed Warner’s marketing and production teams with the ideas, shot list, and techniques to capture footage native to the feed.
I armed Warner’s marketing and production teams with the ideas, shot list, and techniques to capture footage native to the feed.
PRODUCTION
PRODUCTION
PRODUCTION
The premiere
became the trailer
The premiere became the trailer
The premiere became the trailer
Premiere and press moments were recut into fast-moving creative that built anticipation for the film's arrival.
Premiere and press moments were recut into fast-moving creative that built anticipation for the film's arrival.
Premiere and press moments were recut into fast-moving creative that built anticipation for the film's arrival.
THE WORK
THE WORK
THE WORK
The world followed into Messenger
The world followed into Messenger
The world followed into Messenger
A Messenger background brought the desert into people's chats, extending the world of Dune beyond the screen.
A Messenger background brought the desert into people's chats, extending the world of Dune beyond the screen.
A Messenger background brought the desert into people's chats, extending the world of Dune beyond the screen.
PRODUCTION
PRODUCTION
PRODUCTION
Let them tell it
Let them tell it
Let them tell it
Creators and moviegoers gave their own endorsement, turning genuine reactions into reasons to see it.
Creators and moviegoers gave the film their own endorsement, turning genuine reactions into reasons to see it.
Creators and moviegoers gave their own endorsement, turning genuine reactions into reasons to see it.
RESULTS
RESULTS
The method stuck
The method stuck
Campaign delivered a -33% CPA improvement over comparable titles, and the storytelling approach carried into how Warner briefed production on subsequent films.
Campaign delivered a -33% CPA improvement over comparable titles, and the storytelling approach carried into how Warner briefed production on subsequent films.
RESULTS
The method stuck
Campaign delivered a -33% CPA improvement over comparable titles, and the storytelling approach carried into how Warner briefed production on subsequent films.