xXx

In a high-octane comeback for the xXx franchise, Blue partnered with BPG and Paramount Pictures to develop a complete digital and social rollout for xXx: Return of Xander Cage. The campaign was bold, brash, and built to match the adrenaline of Vin Diesel’s signature spy-thriller energy. Our work spanned global social pre-release, launch-week blitzes, and post-release retention—all in true Xander Cage style.

Campaign Scope & Deliverables

1. Character Cards + Name Reveals

We crafted stylized stills and animations introducing each key member of the Xander Cage team (Adele Wolff, Xiang, Serena Unger, Becky Clearidge, Nicks) using tech-inspired HUD overlays, IMAX callouts, and glitch effects that teased each character’s specialty and persona.

2. Teaser + Trailer Cutdowns

Edited and optimized teaser moments—like Deepika Padukone’s entrance, rooftop base jumps, and motorcycle-on-water chases—into digestible formats for mobile-first consumption across Instagram, Facebook, and Twitter.

3. “See & Say” Supercuts

We produced dynamic copy-driven video slates using punchy hero lines:

• “Kick some ASS”

• “Save the WORLD”

• “Get the GIRL”

• “I’m XXX”

Motion design was deeply integrated into shots, amplifying VO cadence with kinetic typography and scene-reactive animation.

4. Physics/Spy-Fi Motion Posts

A standout visual thread in the campaign was the custom-engineered “HUD overlays” applied to major stunt shots. These displayed humorous metrics like:

• “172 DEGREE BACKFLIP”

• “6 LITRES LUNG CAPACITY”

• “106 MILES PER HOUR”

This visually reinforced the Spy-Fi tech ethos of the franchise and delivered maximum shareability.

5. Release Countdown & Launch Push

We ran a five-day countdown to theatrical launch with rapid cuts, gif bursts, and quote graphics. Each asset echoed a different character’s voice, style, or kill move.

Performance & Accolades

• xXx: Return of Xander Cage grossed $346M globally, with over 85% of revenue from international markets.

• The campaign reached a cumulative 160M+ impressions across Paramount’s social handles (source: campaign reporting via BPG, internal deck).

• While no official Golden Trailer Award was noted for this campaign, our teaser supercuts were featured in 2017 fan “Top 10 Action Promos” lists (e.g., TrailerAddict and Collider editorials).

• Fan-driven meme culture around the character name cards and kinetic copy styling extended well into the release month.