Warner Bros. Worldwide Marketing
In the globetrotting Warner Bros. feature film Focus, Will Smith plays a highly skilled con artist who teaches newcomer Margot Robbie the tricks of the trade. Inspired by this plot thread, the Canyon team created a gameified interactive online experience that teaches users the art of the con.
PATHS OF CON QUEST
The interactive feature puts users in a first-person point-of-view and lets them choose their own paths through the story. The voice of an expert trickster invites us to select one of three potential “marks” in an upscale hotel bar. Users are then walked through steps of an elaborate con, encountering options that could lead to success or failure.
SHARE THE DECEIT
In an addition to a feature set on the film’s official website, “Focus on the Con” also leveraged the Instagram platform in a breakthrough way. Users explored linked accounts to discover paths through a series of 15-second video clips. Album pages served as navigation, letting users choose their next move after each clip’s cliffhanger ending.
BEHIND THE SCHEMES
To build the branching paths of the narrative, Canyon developed scripts, constructed wireframes, and edited 46 separate, interlinking videos. Canyon supervised the special two-day location shoot at the Los Angeles Athletic Club. Narration was provided by noted sleight-of-hand artist and “gentleman thief” Apollo Robbins, who also served as an expert consultant for the film. Canyon handled the digital implementation of the assets for a feature set was ultimately translated into five languages for distribution in global markets.