Client: A24 Films
Ex Machina is a film that explores the relationships between humans and artificial beings, raising questions about whether or not an AI can be capable of having a relationship that is genuinely human.
The film’s SXSW premiere was as a key opportunity to generate audience awareness and garner momentum leading up to the theatrical debut. We were tasked with creating a social activation that would maximize the film’s presence at the festival and if successful, amass publicity and positive word–of–mouth amongst moviegoers.
Singularity has become part of the contemporary social zeitgeist. As humans increase their dependence on technology, the line between man and machine is continually blurred. We sought to create an experience that would allow audiences to explore the concept of singularity in real–life.
The film’s main character Ava, is a stunningly beautiful, human-like AI. By putting her on Tinder, she’d immediately connect with festival goers in a familiar way, asking questions and creating dialogue surrounding the film’s themes en route to driving them to the premiere.
The execution was more than just creating a profile. In order to stay true to Ava’s artificial nature, we had to create automation functionality that not only matched users to Ava but also interacted with them via a series of programmed questions and responses.
The automation functionality could also be toggled on and off, allowing us the opportunity to have actual conversations with matches. Obscuring the boundaries between human and robot, this was a real-life Turing Test.
Hacking Tinder
Automation on Tinder is 100% prohibited. We sailed under the radar a bit at first but once the profile started getting some pickup, we were immediately flagged and deactivated. A string of backup accounts kept us alive but there were some ethical questions behind what we were doing. Nevertheless, the activation was perfect for the property and after the fact, Tinder actual endorsed it.
Copywriting
We had to walk a fine line between sounding human and sounding artificial. The questions had to sound natural enough to be coming from a real person but had to be geared toward specific subject matter no matter where the conversation went.
Payoff
Making users feel rewarded after completing the experience was a challenge. Luckily most of them were in Austin and able to attend the premiere!
Within minutes of launching Ava’s profile, the matches started rolling in. 400+ unique conversations were executed over a 3–day span, and once word got out that Ava’s profile was tied to the film, publicity coverage and Twitter response spiked. Publications such as AdWeek, Mashable and more contributed to the activation being one of the most discussed topics at SXSW, standing out as a creative triumph amongst the convention’s myriad of ads and stunts. When released in theaters, Ex Machina posted the then-highest grossing opening weekend ever for distributor A24 and has since, surpassed critical and box office expectations everywhere
This was a classic example of taking a creative risk and asking for forgiveness instead of permission. I’m thankful we received the opportunity to make it happen and am happy that I was fortunate enough to lead the production.
Credits
Agency: Watson DG
Creative Director: Fernando Ramirez
Art Director: Brandon Moats
Copywriter: Arin Delaney
Developer: William Chen
Strategists: Hleb Marholin, Jordan Cuddy
Producer: Greg Meltzer