The Mission:
Client: Queue
Queue is a streaming service competing with the likes of Netflix and Hulu. In addition to movies and syndicated TV they offer exclusive content that viewers can’t find anywhere else.
Queue is a streaming service competing with the likes of Netflix and Hulu. In addition to movies and syndicated TV they offer exclusive content that viewers can’t find anywhere else.
Project: awAIke
One of their new titles is an original series called aWIke. Your job is to entice people to sign up for QUEUE by luring them in with a campaign about awAIke.
One of their new titles is an original series called aWIke. Your job is to entice people to sign up for QUEUE by luring them in with a campaign about awAIke.
ABOUT awAIke:
After an operation against her will, Nicole wakes to find her arm amputated and the world now run by robots. In her fight for survival Nicole ploys to escape the hospital but is caught by the very surgeon that operated on her, June. They come to trust each other, and soon find deep solace in each other’s company. June insists Nicole replace her arm with a mechanical augmentation while Nicole vows she’d never become anything like what had abused her. To reclaim her sense of agency and humanity, and to take back her arm, June reveals the Human Museum to Nicole. A fetish for the archaic human race built by the robots to display the bodies and organs and other curiosities of the humans that came before them.
After an operation against her will, Nicole wakes to find her arm amputated and the world now run by robots. In her fight for survival Nicole ploys to escape the hospital but is caught by the very surgeon that operated on her, June. They come to trust each other, and soon find deep solace in each other’s company. June insists Nicole replace her arm with a mechanical augmentation while Nicole vows she’d never become anything like what had abused her. To reclaim her sense of agency and humanity, and to take back her arm, June reveals the Human Museum to Nicole. A fetish for the archaic human race built by the robots to display the bodies and organs and other curiosities of the humans that came before them.
Captains Log:
With my Creative partner, Yohanna, We created an experience that pulls in viewers to explore and participate in the awAIke universe. We built the Human Museum seen in the show in VR and provide the viewer an AR filter to donate their own limbs and bodies to the museum in exchange for a mechanical replacement, sharing their videos and photos with their friends and communities along the way.
This campaign found it important that empowerment and awareness was raised for amputees and more generally any marginalised communities. We’re in a difficult spot not being amputees, we don’t want to be pandering or condescending but it’s about time we start seeing more diverse stories in the western media.
