Big Brother was branded Facebook.

How much can your social media presence reveal about you without you even realising it?

To promote Snowden, Open Road Films turned the film’s themes of surveillance and digital privacy into an interactive experience that put the audience’s own online presence under scrutiny.

Built as a mobile-only microsite using Facebook Connect, the activation used real-time data scraping to recontextualise users’ social media activity, revealing how much information their digital footprints could expose. Rather than simply telling audiences that online surveillance was a concern, the experience invited them to confront their own vulnerability firsthand.

I led the creative direction of the experience, translating a complex and politically charged subject into a personal digital encounter. The audience’s own data became the storytelling device, making an abstract issue immediate.