To make the arrival of FX’s Alien: Earth feel global, immersive, and impossible to ignore, we transformed a pivotal story moment into a worldwide event.
We created a AR crash experience depicting the Maginot ship colliding into cities across the globe, partnering with international teams to develop localized executions — including a large-scale activation in Los Angeles. Our objective was to make the crash feel geographically personal, turning fiction into something audiences could imagine happening in their own backyard.
More than a piece of content, the crash was designed to spark participation, launching a nationwide hunt across major U.S. cities and inviting fans to step into the story themselves.
The strategy was rooted in scale and immersion. Alien: Earth carries global stakes, so our launch needed to match that ambition.
We developed a cinematic AR crash simulation placing viewers directly in the path of the Maginot ship’s descent. The content was designed to feel urgent and hyper-real, blending visual effects with recognizable city landmarks to create a “what if this happened here?” moment.
To amplify impact, we collaborated with international marketing teams to localize crash executions for multiple territories, ensuring each market saw its own skyline disrupted. In Los Angeles, we supported the digital crash with an on-the-ground activation that anchored the experience in a real-world environment.
The crash content then became the ignition point for a nationwide scavenger-style hunt across major U.S. cities, encouraging fans to search for clues tied to the Maginot’s arrival. This shifted audiences from passive viewers to active participants, extending the campaign beyond screens and into physical spaces.
The key challenge was coordinating global creative alignment while maintaining local relevance. Through centralized creative direction and regional adaptation, we delivered a unified narrative moment with market-specific resonance.
The crash experience generated strong engagement across social platforms, with audiences sharing localized versions and reacting to the immersive realism of the execution.
The nationwide hunt drove measurable on-the-ground participation, extending the lifecycle of the crash beyond a single post and reinforcing Alien: Earth as an interactive event series.
By combining cinematic spectacle with global coordination and real-world activation, the campaign elevated a narrative inciting incident into a shared international moment.
