Experience Demonic Possession in This Creepy Campaign for Cinemax's 'Outcast'

Viewers Can Control Interactive Film With Their Eyes

Published on

Editor's Pick

Cinemax is promoting its new series "Outcast," which tells the story of a young man plagued by demonic possession, with a creepy influencer campaign from and immersive trailer from that aims to let viewers "experience" what it's like to be possessed.

"Outcast," which is based on a Skybound/Image comic title by "The Walking Dead" creator Robert Kirkman and artist Paul Azaceta, begins on June 3 on HBO-owned Cinemax. It follows Kyle Barnes, a young man who has suffered demonic possession all his life. With the help of the Reverend Anderson, a preacher with personal demons of his own, he embarks on a journey to find answers.

The trailer, created by SapientNitro agency Campfire, can be experienced interactively at the Possession Begins microsite. It uses 3D audio technology and eye-tracking software. Viewers can open and close their eyes to control the "darkness" (or hold the space bar down if they don't want to use a webcam) and see what it's like to be in the head of a young boy possessed. Either version is pretty disturbing, and that's the point, according to Campfire; the series shows how possession can feel "inescapable" and there's no relief whether your eyes are open or closed.

To get the word out amongst horror fans, Cinemax tapped 360i on a campaign that sent creepy packages to influencers. Each battered box contained an old VCR, a VHS tape and a letter from the public library of Rome, West Virginia (where the show takes place). The letter thanks the recipients for joining the library's AV sign-out program, and the videotape gives them a preview of the series premiere and exclusive "evidence" footage. See one unboxing here.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


May 31, 2016
Creative Director:
Nick Braccia
Senior Art Director:
Kade Roybal
Creative Technologist:
Mark Harris
Managing Producer:
Julia Pontecorvo
Art Director:
Emily Culbertson
Art Director:
Dylan Werner
Senior Copywriter:
Micky Treutlein
Associate Technologist:
Adam Paikowsky
Account Coordinator:
Lauralee Bent
Client Services Director:
Jen Villany
Senior Manager Interactive Program Management:
Zach Bolton
Media Relations:
John Casey
Managing Producer:
Cassandra Robertson-Reuter
VP Client Services:
Jeremiah Rosen
Chief Creative Officer:
Mike Monello
Audio Production:
Executive Producer:
Benedicte Leclere
Laurence Guichandut
Lead Sound Designer/Mixer:
Pierre-Hugues Rondeau
Sound Designer:
Tanguy Meunier
Sound Designer:
Donevan Adams
Antony Ayotte
Voice Director:
Spencer Hall
Interactive Production:
Creative Director:
Johan Belin
Head of Production:
Sarah Lasch
Senior Producer:
Jose Benavides
Technical Director:
Chris Coniglio
Interactive Designer:
Christoffer Johansson
Front-End Developer:
Victoria Bissengué
Visual Designer:
Ivaylo Klissarov
Technology Partner:
Visage Technologies
Sales Team:
Dino Paić

See more credits

Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age