Smaller and Smaller Circles: The Killer

High-concept films don't sell well to Filipino audiences. So how do draw their interest in an independent film about a serial killer? We allowed the serial killer speak for himself.
THE KILLER CHAT BOT
A Facebook Messenger chat bot that wants to kill you. We wove a story that would be unique to each user depending on their conversation with the killer. Like a choose your own adventure game inside a killer’s mind. Each branching story arc ends with an exclusive deleted scene from the film. Launched with a single post, within a few hours hundreds of users sent thousands of messages to the Killer Chat bot.
Agency: MullenLowe, Philippines