Digital Campaign
In the film Ruby Sparks, Calvin is struggling with his writing and his love life, until his newest character comes to life. We made Ruby real by creating an innovative marketing campaign brimming with interactive elements which gained notable viral attention.

We took the idea of real-time and interactivity to a new level by launching the site, Make Ruby Real, where online users can type their own stories to uncover exclusive videos, photos and sketches from the film. We activated the film's fan base even further by creating an interactive motion poster where fans were invited to create their own posters for the film. The fan-created designs were linked to Tumblr with the five posters receiving the most notes getting a chance to be made real in a limited print run.

We supported these digital elements in a creative banner campaign consisting of progressives, statics and skins using the playful key art showing Ruby breaking out from a silhouette of typewriter text.

client Fox Searchlight
studio Ignition Interactive
date  July, 2012
role Concept, Art Direction, Design, Motion

View all designs hi-res:

View live site: - Design

Have an experience as the writer of the film himself. You've a writers block and are staring at a blank page forever. But then there's a spark, you start writing about your true love and everything comes to life. Music slowly starts to play, musical tones react to your keyboard keys, little animations start to appear and words trigger assets that can lead to exclusive content. - Assets

To make the story about your true love come alive I came up with 486 words that are related to the movie or love in general and are translated into 98 different objects, emotions or situations.

words 486
photos 46
video loops 27
abstract animations 18
sounds 13
sketch animations 12
exclusive videos 12
backgrounds 3

Banner Campaign - Progressive
Banner Campaign - Skin
Interactive Motion Poster

There are a thousand ways to fall in love. Show us yours!
Design your own Ruby Sparks poster and it may be printed as an official poster for the film.
creative direction Evan Dehaven
art direction Alvin Groen
production Maiko Sakurai, Heather Arlt
design Alvin Groen
motion Alvin Groen
development Jason Hughes
copywriting Ashley Crandell, Nina Kauffman
sketches  Allison Reimold
music & sound Bob Partridge
Ruby Sparks

Ruby Sparks

For the film Ruby Sparks we made a feature website called Make Ruby Real where you can make your true love become real by typing about her. Type Read More