Civil War

• (CHALLENGE)
  In A24's first blockbuster- style war film, Civil War, Alex Garland asks, "What if?" What if the land of the free wasn’t as indivisible as it pledged to be? What if the United States fell tomorrow?
  
  Audiences are challenged to consider what their world would look like. Would they act, would they watch, or would they simply rebel?
• (SOLUTION)
  Throughout our integrated campaign, we echoed the question of "what if?" From generative AI posters that conceptually showed US locations through the question, to 3D-printed toy soldiers of the cast. Most notably, we developed a generative AI microsite that allowed users to turn their selfies and occupation into their very own toy soldier — showing that those caught on the battlefield would not only look like us, they'd be us.
  
  In its success, Civil War became the second highest grossing film for A24.