What If…
Associate Creative Director, Copy & Strategy
In A24's first blockbuster-style war film, Civil War, Alex Garland asks, "What if?" What if the land of the free and the home of the brave wasn’t as indivisible as it pledged to be? What if the United States of America fell tomorrow? Audiences were challenged to consider what their world would look like: would they act, would they watch, or would they simply revel?
In an interactive digital experience, we brought the reality of a domestic war home by showing that the civilians fighting in Civil War look like just that: civilians. While some of them are protected by traditional army gear, most of them just look like regular Americans. Honing in on this, we spoofed the traditional little green army men with personalized Civil War-green figures merging generative AI and images of fans' selfies. Audiences saw that if America fell, those caught on the battlefield would not only look like us, they'd be us.
The Danciger siblings in green army person form.
Design Director: Hleb Marholin
ACD: Evelyn Anna Danciger
AD: Ralph Rodriguez
Motion: Cody Remillard, Christian Korpi
Editors: Matt Lewis, Josh Vanderzyden, Javier Bermudez
Accounts: Lyndy Ulery
Web Developer: Aristide Benoist
Client: A24