Caine's Quest - Jupiter Ascending

Objective

Warner Bros. Pictures created an interactive web game to promote Jupiter Ascending, the sci-fi action film starring Channing Tatum and Mila Kunis. Released ahead of the film's January 2015 premiere, the campaign aimed to engage audiences in an immersive digital experience that extended the universe and introduced players to the protagonist Caine Wise and the central conflict with the Abrasax clan.

Solution

Caine's Quest is a multi-level first-person shooter built in WebGL/HTML5, positioning itself as an industry-first console-style gaming experience on the web. Players pilot Caine Wise through battles against the Abrasax dynasty to save the universe. The game featured innovative cross-device gameplay: users could sync their smartphone via WebSockets to use it as a weapon controller—tapping to shoot and reload, tilting to activate a shield. The experience was deployed directly on the web and promoted primarily in Canada in December 2014, ahead of the film's theatrical release.

Results

The campaign earned an Honorable Mention at Awwwards on January 29, 2015, and was documented on Ads of the World as a case study campaign.