Big Brother was already watching.

How much does the internet know about you? And how much of it have you handed over without a second thought?

To promote Snowden, Open Road Films turned the film’s themes of surveillance and digital privacy into a deeply personal digital encounter. The target wasn’t some anonymous stranger. It was the audience itself.

Built as a mobile-only microsite using Facebook Connect, the experience used real-time data scraping to recontextualise users’ own social media activity, exposing the information their digital footprints could reveal. Familiar posts, connections and online behaviours took on a more sinister meaning. What felt harmless in isolation became something far more revealing when pieced together. The unsettling part wasn’t what the internet might know about you. It was how easily you’d given it away.

As Creative Director, I led the creative and strategy, turning an abstract and politically charged issue into an immediate confrontation with personal vulnerability. Instead of simply warning people about surveillance, we made them feel it. Their own data became the evidence. Their own digital lives became the story.