Sentinel Services Site

Objective

FOX launched sentinelservices.com to promote 'The Gifted,' a drama series based on the X-Men franchise. The site positioned itself as a fictional government security agency offering DNA testing to identify people with the mutant X-Gene mutation. The campaign invited viewers to engage with the show's core narrative concept of hidden mutant abilities while driving awareness and viewership for the October 2017 series premiere.

Solution

The website mimicked a corporate testing facility where users could register for X-Gene testing. The experience featured hidden messages from fictional mutant characters embedded throughout the site. When attempting to register, visitors were interrupted by a video warning from a member of the 'mutant underground' advising against providing their DNA to Sentinel Services. The campaign included both digital and physical components—Comic-Con International attendees could participate in live X-Gene testing activations. The site utilized responsive design, single-page layout, and video integration to create an immersive experience that blurred the line between fictional promotion and interactive roleplay.

Results

Not published.