Clue - Over My Dead Boddy

Boddy Black was dead. Again. And for the first time in decades, Clue was out in stores with a new fully redesign board, a diverse and absolutely hot cast of characters and the same thirst for murder.

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

The whole muder story played out on Instagram for four straight weeks.

Everything got so crazy that we even signed up other brands for product placement. Ring, McLaren and Halston joined the party, so they could advertise in 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 to keep fans updated.

In the end, only one character was guilty. But be 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