Alien: Covenant

Weyland-Yutani doesn’t just exist in the world of Alien, it feels like it could exist in ours. So we brought it into reality.

Partnering with 20th Century Fox and AMD, I built a campaign that treated the company as real, inviting fans to interact with its latest product: their own Walter unit.

At the center was an in-world site where fans could reserve a Walter – positioned not as a character from the film, but as a real piece of advanced synthetic companionship.

The first phase of the campaign featured haunting and mysterious product ads that only hinted at what we were selling.

In the next phase we began the process of matching a Walter unit to the fan by calibrating Walter's "biosocial compatibility" and implanting that information into their unit's data chip.

At the conclusion of that phase a Thank You email was sent, along with an image of the fan's unique chip.

A few weeks later we sent them a follow-up informing them that production was complete and that they could visit the site to finish customizing their Walter unit.

On the site, fans had their personalities assessed and a unique Walter model calibrated specifically for their personality.

The personality assessment used psychological tests for the Big 5 personality traits, but filtered through the fictional future world of the Alien franchise, to determine which Walter unit was right for you.