To promote one of the biggest blockbusters of the summer, we created the maddest of all rich media overlays for Warner Bros' 'Mad Max: Fury Road', the high-octane post-apocalyptic action from mastermind George Miller. Drawing on the themes of the film for inspiration, we put together a sequence of explosions, anarchy and all out action before resolving to full page screening room which showcased the artwork. Here, users could also interact by watching a TV spot and clicking to book tickets.
The concept involved careful analysis of the trailer to determine which shots would work for the format and then painstakingly rotoscoping the vehicles and characters from their respective backgrounds. Once the backdrop of the page break reveal effects were in place, the footage and overlying visual fx (dust, explosions etc.) were added and colour corrected to bring all the elements together resulting in a fun and furious ad that offered an impactful introduction to the re-envisioned world of Mad Max.
