Crack The Claw
WORK CASE 1
AGENCY: VCCP
ROLE: Designer, Web Designer
Bringing to life the mystique, murder and majesty of a Netflix movie with a set of (white) claws
Netflix was working on a new chapter to the popular Knives Out movie property called “Glass Onion.” Once again a star-studded cast featuring Daniel Craig, Kate Hudson, Janelle Monáe, Kathryn Hahn and many more.
There was an opportunity for a collaboration between Netflix and White Claw. Though the end-result was something not even the great detective Benoit Blanc could have seen.
We turned the world of Glass Onion: A Knives Out Mystery into a game, a game best enjoyed with White Claws.
We called it “Crack The Claw” and the game itself was a murder mystery game that can easily played anywhere, long as you grab a drink.
The logo for the game was created by adapting the Glass Onion type treatment and combining it with the White Claw brand typography. This is a methodology we extended into the web design for the game as well as the print and social materials.
Creating the online destination to learn about the game, purchase it and dive a little deeper in the world
One of the main responsibilities that I had on this project was the creative direction for the website. I took some inspiration from the film itself. The background is a soft paper texture akin to the inside of a notebook (an important object in the film) and the headlines are made to resemble ink on the paper. In addition I included some yellow markings to resemble a detective making notes to himself as he goes through his investigation. As users navigate through the site and content populates the yellow markings appear, drawing you deeper in.
One of the keys was striking a balance between the White Claw brand and the Glass Onion film. Taking overall hints from White Claw’s clean and open aesthetic while also taking cues from the film using texture and type create a site that achieves a purposeful merging of these two brand worlds.
A, first of its kind, short tease promoting the game using an innovative studio
Hate to give away all the secrets, but this film was not shot on location, but was instead shot using a cutting-edge studio from Netflix. This project is the first commercial project shot using this studio and the tech within. So I think it’s safe to say this was a pretty “killer” opportunity. (I promise thats the last ‘murder’ pun, I know it’s corny!) The poolside location in the video (made to resemble the location of the film) was created using 3D technologies that Netflix until now has only used for film/tv production.
Recap on a few of the results…..
2.3MM media impressions
Adweek’s ad
of the day
1800 games sold in total (as of this writing)
100 games claimed
Pre-riddle ending (IG takeover campaign)
