Creative strategy and social creative direction for a genre-blending campaign rooted in internet and gaming culture.

The Brief

Boy Kills World is a dystopian action-comedy that doesn’t fit a clean genre box. The studio needed a social campaign that could sell its tone and voice that could grow and build excitement over the course of the campaign.

The Kernel

The film’s core is its over-the-top violence: the inventive, almost cartoonish fight choreography is what people would come for. On its own that reads as shock, and shock is easy to scroll past. What turns it into comedy is H. Jon Benjamin’s voiceover as Boy’s inner voice, the deadpan commentary on the carnage. That voice was the one constant across the whole film, so it became the constant across the whole campaign.

The Strategy

Lead with the violence, and let the voice make it funny. Every piece served one idea, putting seriousness in a headlock and championing chaos, and Benjamin’s voice was the thread tying the pieces together.

The Work

The violence as the draw. Fight-scene cutdowns built around the film’s strangest weapons and choreography, including “Kicking Ass,” “Name That Weapon,” and “Warning! Graphic Epic Fight Scenes,” which spoofed platform content warnings before cutting to the bloodiest moment.

• The voice as the thread. An H. Jon Benjamin voiceover series on TikTok, plus press-day talent content in which Benjamin narrated what the cast might be thinking.

• Platform-native moments. An ASMR piece and a Reddit takeover, built for how people actually behave on those platforms and not repurposed from trailer cuts.

• The world and its characters. Introductions to the Van Der Koy family and the dystopian setting, so audiences got the stakes and the humor together.