In the film Ruby Sparks, Calvin is struggling with his writing and his love life, until his newest character comes to life. We made Ruby real by creating an innovative marketing campaign brimming with interactive elements which gained notable viral attention.

We took the idea of real-time and interactivity to a new level by launching the site, Make Ruby Real, where online users can type their own stories to uncover exclusive videos, photos and sketches from the film. We activated the film's fan base even further by creating an interactive motion poster where fans were invited to create their own posters for the film. The fan-created designs were linked to Tumblr with the five posters receiving the most notes getting a chance to be made real in a limited print run.

We supported these digital elements in a creative banner campaign consisting of progressives, statics and skins using the playful key art showing Ruby breaking out from a silhouette of typewriter text.