Sewer-dwelling trolls. Feral orphans. And Marxism for kids.

LAIKA's film, The Boxtrolls, was many things, but "family-friendly" wasn't one of them. So how do you help a sometimes-scary kids' film by an indie movie studio break box office records? By celebrating the unlikely modern family at the center of the film. And by encouraging audiences to embrace families of all shapes and sizes, including their own.

Our fully integrated campaign hit every screen, highlighting LAIKA's extraordinary craft by enabling modern families to get crafty themselves. Through innovative trailers, interactive websites, magic mirrors in movie theaters, custom Nike shoes and long-form featurettes, the campaign invited passive families to be not just watchers, but inspired families of makers as well. Here are some of the highlights of our integrated work to launch the film.

We launched an interactive movie site that gamified the experience for kids to learn about the characters in the film while solving challenges in different gaming levels. And instead of the typical cardboard standees, we created an interactive magic mirror that triggered a Boxtroll character to appear and mimic kids’ actions when they stepped in front of it.