From the brilliant mind of Writer/Director, M. Night Shyamalan came his latest psychological thriller, Split — a film centered around the mythical extremes of dissociative identity disorder. Played by James Mcavoy, a man diagnosed with 23 distinct personalities kidnaps three girls and they must try to escape before the apparent emergence of a frightful new 24th known as “The Beast.”
With 23 distinct personalities, our social campaign brought to life the detached, deranged, and demented sides of McAvoy’s character. All social assets captured the terror of McAvoy’s character and made our audiences question: Who exactly are you speaking with? What threat are you facing? Fusing the “split” theme into our creative across all facets, fans had to see the movie to experience the Shyamalan twist for themselves.
Split’s 3-day weekend debut exceeded four times its reported budget, generating the 4th largest January opening ever. The Beast had arrived… with a bang.