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The Martian Prologue Campaign

September 21, 2015
Ridley Scott’s latest film, The Martian, stars Matt Damon, Jessica Chastain, Kate Mara, Chiwetel Ejiofor, Kristen Wiig and Michael Pena, and follows the crew of the ARES 3 on their mission to Mars when one astronaut is left behind.

Trailer

Before the film premiered at the Toronto International Film Festival to much acclaim, 3AM and RSA collaborated on a viral marketing campaign aimed at shedding more light on the characters and world of the movie’s creation.




Farewell

Directed by Luke Scott

To kick off the campaign for the film, we released the Farewell featurette, allowing audiences a candid view of some of our key protagonists in the film. With much of the footage seemingly shot by Matt Damon’s Mark Watney, viewers are given an intimate look of both the incredible production design of the set and the characters that inhabit it.




The Right Stuff

Directed by Luke Scott

In early August, we gave viewers a glimpse behind some of the rigorous psychological testing completed by the ARES 3 crew. This clip, seemingly pulled from NASA’s archives, examines the debriefing the crew underwent just before leaving Mars, after a period of 10 days of complete isolation.




Our Greatest Adventure

Directed by Chris Eyerman

In late August, we partnered with Neil deGrasse Tyson to imagine an episode of StarTalk set in the future, covering the Ares 3 mission. “Earth, a magnificent world to which we owe our creation no longer seems destined to be our final resting place,” Tyson describes in the video.




Leave Your Mark

Directed by Luke Scott

3AM partnered with Droga5 and RSA Films to launch the next stage of the marketing campaign, a branded content film in partnership with Under Armour, designated as NASA’s official training partner of the ARES program. This video takes us through the rigorous regimen of Matt Damon’s Mark Watney, appropriately clad in Under Armour’s finest gear.

Results

The Martian Prologue Campaign was an immediate success with its audience, garnering millions of hits across the films. Award shows responded in kind; the campaign was honored at the Cannes Lions, D&AD, AICP Next, One Show, and Webby Awards. Best yet, it helped launch the blockbuster film, which went on to win Golden Globes in Best Comedy/Musical and Best Actor for Matt Damon, as well as nabbing seven nominations at the Academy Awards and six at the BAFTAs.

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