We coined the project “Playing Lynch: A Collaborative Mediation on the work of David Lynch,” and turned it into an immersive, gallery-worthy online film experience, with Malkovich as 7 different characters, all on a stunning Squarespace-powered site. With PlayingLynch.com as the hub, we seeded the campaign with an immersive social media push that included hidden Squarespace sites and an array of clues on Reddit, Soundcloud and Lynch fan sites.

To seed the campaign, on fan forums we posted cryptic Cinemagraphs, each linked to a Squarespace cover page for a different small business – just like the kinds of small businesses that build their websites with Squarespace every day, and like we intended, Lynch fans recognized them as being based off of iconic places from his movies. The website went live after the seven-day teaser period with our first chapter of the site. Each day for the following seven days, Malkovich invited visitors to explore another part of Lynch’s imagination, and every new installment included original Sandro portraits of Malkovich in full costume, which were made available for purchase as art prints.

We came away with 10 million Twitter impressions, over 11,000 Facebook shares, and over 166 million earned media impressions, as well press from Rolling Stone, the Wall Street Journal, and Pitchfork, among many others.