NO BODY LIVES FOREVER
Netflix 'Altered Carbon' Named Adweek's Most Innovative Media Plan of the Year in 2018
A good friend in Los Angeles convinced us to make the coast to coast move. His sales pitch was simple: "Help me win this pitch for something really cool. Huge opportunity. Trust me." As two overly trusting friends, my partner and I asked zero questions and got on the next flight out of NYC.
The huge opportunity ended up being working on Netflix's new highest production budget original series to date. The moral of this story is that blindly trusting friends pays off.
The campaign started with a cryptic @AltCarb Twitter account using the display name of Psychasec. The first post was a teaser video that offered immortality for a price complete with an easter egg.
The glitch contained a reddit link in one frame where we "leaked" cinemagraphs and images from the set to get people talking.
Netflix announced Altered Carbon's official release date with a trailer, once again coming from Pyschasec. After the trailer went live, the community manager replied to social chatter with Pyschasec messaging.
The campaign crescendoed to a Psychasec booth at the biggest tech and hardware show in the world. CES 2018.
The campaign concluded with the release of the official posters and a long-form trailer.
