Clue - Over My Dead Boddy

Boddy Black was dead. Again. And for the first time in decades, Clue was back in stores with a fully redesigned board, a diverse and undeniably hot cast of characters and the same insatiable thirst for murder.

To celebrate, we created a full-scale Instagram murder mystery. Written from scratch. With more than 80 pieces of evidence, including CG-generated environments and confessional videos produced in Unreal Engine.

The entire murder story unfolded on Instagram over four intense weeks.

Things got so wild that we even brought in other brands for product placement. Ring, McLaren, and Halston joined the party, making advertising inside our advertisement.

We even recruited Ashley Flowers, host of Crime Junkie – the World’s most popular murder podcast at the Apple Store – to post weekly recaps and keep fans on the hook.

In the end, only one character was guilty. But rest assured, none of them were innocent.

This case study video below is probably the best way to get acquainted.

We kicked off the initiative with a good ol’ fashioned trailer.

New evidence was posted daily. Sometimes as Instagram carousels.

Other times as original video content.

We even partnered with other brands such as McLaren and Ring for product placement.

Creative Team: Kelsey Whipple, Karly Brooks, Sydney Aloe, Caroline Ekrem, Jordi Martinez, Alberto Orte.
Agency: The Martin Agency
Director: Alberto Orte
Production Company: Sauvage