Turning a comic book launch into a classified intelligence operation
BANG! is a high-octane sci-fi spy thriller from New York Times bestselling writer Matt Kindt and artist Wilfredo Torres, published by Dark Horse Comics. The series combines classic espionage, science fiction, and conspiracy with a story where fiction and reality begin to blur. As Creative Director for the campaign, I wanted the marketing to feel less like traditional comic book promotion and more like an invitation into the world of BANG!.
The creative concept centered around classified intelligence: secret files, mysterious operatives, redacted information, and clues that suggested there was much more to the story than what initially met the eye. The campaign extended that idea across print, digital, publicity, and video, creating a cohesive visual world around the launch. The goal was simple: make people curious enough to investigate.
DOSSIER PRESS KITS
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Inside were character introductions, reviews presented as witness statements, an interview with Matt Kindt, a preview of issue #1, and a thumb drive containing the official trailer.
The physical experience was intentionally theatrical. Opening the kit was meant to feel like receiving classified information rather than receiving promotional material.
Every detail reinforced the central idea: there was something here you weren't supposed to know.
To support the launch, we created immersive press kits designed to look and feel like top-secret intelligence dossiers.
THE TRAILER
I directed and composed the original music for the trailer, bringing together the visual language of the campaign with a cinematic approach inspired by classic spy films and science-fiction thrillers.
And, as it turned out, the campaign helped demonstrate just how much potential the property had beyond comics. The trailer caught the attention of Idris Elba, who later signed on to star as the lead in a film adaptation of BANG! for Netflix, with filmmaker David Leitch attached to direct.