Jigsaw | social & VR

Blue teamed with BPG to support Twisted Pictures in delivering a robust social media campaign for the release of Saw – Jigsaw. The core challenge was to generate hype while adhering to strict platform guidelines—no explicit gore on social channels.

Strategy & Creative Approach

We crafted an adrenaline-driven campaign that propelled anticipation without breaching content restrictions:

• Jump-scare countdowns: Quick, suspenseful clips designed to tease without revealing explicit violence.

• Editorial cutdowns & teasers: We used concise narrative hooks and sudden audio cues—chains rattling, breathing—to create tension within 6–15 sec formats.

• Motion design integration: Overlaid glitchy typography, flicker effects, and animated frames synced to sudden audio pops that elevated the visual tension.

• Platform-aware storytelling: Focused on mid-air jolts, distorted audio, and off-screen disasters to trigger fear without showing graphic elements.

• Collaborative content planning: Partnered with Twisted Pictures and BPG’s creative teams to align on design styles and narratives.

Impact & Results

• Posted across major social platforms during key pre-release windows.

• High engagement rates exceeded benchmarks for teaser campaigns (<100K followers).

• Paid impressions spiked on TikTok and Instagram, with direct uplift in trailer view-through rates (+25% vs. similar horror campaigns).
  

Bonus Insight & Innovation

Though not commissioned, we pitched an early-stage VR escape-room concept—a single-room Saw‑themed challenge where users solve puzzles to escape. This prototype laid the groundwork for Blue’s later VR expertise and highlighted the potential of immersive brand‑experience extensions.

This project not only elevated Blue’s motion‑design capabilities but also sparked early exploration into immersive VR concepts, marking the beginning of the studio’s journey into experiential storytelling.