Digital + Social Campaign
Creative + Art Direction | Design + Motion | AR
Sinners x Spotify Activation
Social ARG Activation + Content
To promote the theatrical release of Sinners, Warner Bros. and BOND partnered with Spotify to launch a first-of-its-kind ARG experience, transforming the film’s Spotify Artist Page into a fully immersive narrative hub.
Built around the haunting soundscape of composer Ludwig Göransson, the activation used native Spotify features in unexpected ways—Visualizers teased scenes from the film, the Popular section dropped early track previews, and a curated Playlist by Ryan Coogler and Michael B. Jordan revealed the musical DNA behind the story.
Fans who explored deeper found hidden clues in the Bio carousel, including first-look stills and cryptic newspaper clippings that expanded the film’s lore. A behind-the-scenes Clip rounded out the experience, offering an exclusive look into the making of the score.
The payoff? 2.6 million listeners, 14.1 million streams of “Why You Here,” and a 46% engagement rate on the secret Juke Joint website. A bold, story-driven activation that blurred the line between soundtrack and storytelling.
Partners & Influencers
Editorial Coverage
Sinners Popcorn Bucket
Popcorn Bucket AR Experience + Content
To celebrate the theatrical release of Sinners, we created the Popcorn Bucket Peephole—a collectible bucket with a hidden twist.
Fans who scanned the QR code at the bottom unlocked an immersive AR experience that dropped them directly into a pivotal scene from the film, blurring the line between viewer and participant.
To amplify the launch, we partnered with select influencers who shared their AR reactions in real time, helping the experience gain traction across social and drive buzz in theaters. A bold collectible turned cinematic portal.
Premium Social Videos
Character Spotlights, Southern Symbols and Juke Joint Peephole Series
Let Me In Stack
Let Me In Smoke
Trippy Twins
Southern Symbols Blood Moon
Southern Symbols Guitar
Juke Joint Peephole
The Team
Client: Warner Brothers
Agency: BOND
CD: Russell Lee
AD: Ryan Figard
Design & Motion: Ryan Figard, Seyeon Thompson, Ty Baron
AR Design & Production: Andrew Albritton, Ryan Figard, Ty Baron, Annie Lindsey
Development: Olen Davis, Gary Yu
AV: Nolan Ford, Dimas Corona
Copy: Brian Freia, Kevin Kratz
Strategy: Jessica Cooper
Accounts: Alexandra Kugler
Producer: Alex Chum
Project Manager: Nia Raasikh
Operations: Emily Smith, Nikki Llewellyn