Boring is always best.

Even the world’s deadliest assassins need protection. But who protects the people protecting them?

To promote Lionsgate’s The Hitman’s Bodyguard, we created an online recruitment experience for AAA Executive Protection, a fictional agency looking for candidates capable of keeping high-profile clients safe in extraordinary circumstances.

Rather than relying on a conventional film promotion, the experience invited fans to apply for the job. Interactive tests and escalating scenarios turned the recruitment process into entertainment, while the deliberately sharp design and irreverent tone extended the film’s humour into the digital world.

As Creative Director, I led the strategy and ideation, translating the premise of the film into an experience audiences could actively play through.