Split

To support the release of M. Night Shyamalan’s psychological thriller Split, Blue collaborated with BPG and Universal Pictures to design and execute a striking social-media campaign across Instagram, Facebook, Twitter, and YouTube. The focus was raising suspense and audience engagement in ways that mirrored the film’s themes of fractured identity.

Creative Strategy & Execution

1. Character-Centric Cards

We developed custom character cards for each of Kevin’s identities—“The Horde,” “Dennis,” “Patricia,” “Hedwig,” and others—blending stylized typography with haunting imagery to represent their traits while keeping mystery intact.

2. Cinemagraphs & GIFs

Short, looped cinemagraphs were crafted to evoke the eerie, tense atmosphere of Split. These visually hypnotic clips—like James McAvoy’s eyes subtly flickering—were shared across social platforms to drive curiosity.

3. “See & Say” Teasers

We cut bite-sized teaser edits featuring eye-catching visuals paired with evocative taglines such as “Who is watching” and “Which one is coming for you?” These were optimized for Instagram Stories and Facebook autoplay, delivering suspense in less than 10 seconds.

4. Psychedelic Loop Moments

Highlighting the film’s unstable reality, we created swirling, distorted loop visuals that visually echoed Kevin’s split psyche—short, rhythmic loops designed for hypnotic impact.

5. Mini Emotional Trailers

A series of short social trailers built narrative intrigue—showcasing tension, fast cuts, and MacAvoy’s chilling performance—culminating in the film’s release announcement.

• Split opened to $40 million domestically—doubling expectations .

• Worldwide gross soared to approximately $278 million on a $9 million budget.

• Expansion across major social touchpoints maintained campaign relevance well beyond opening weekend.
  

Blue teamed with BPG and Universal Pictures to launch a gripping and immersive social campaign for M. Night Shyamalan’s Split. Employing a bold blend of character cards, hypnotic cinemagraphs, psychedelic loops, and punchy mini-teasers, the campaign cleanly built suspense, deepened audience curiosity, and propelled Split to a record‑setting box‑office debut. Although not award‑nominated, the campaign amplified fan enthusiasm, supported viral momentum, and complemented the film’s success.