To promote the movie The Hitman’s Bodyguard, digital production shop Thinkingbox created an immersive online experience that breathes life into one of the organizations featured in the movie: the AAA Executive Protection Agency, which assigns the titular bodyguard, played by Ryan Reynolds, to protect the titular hitman, played by Samuel L. Jackson. Positioning itself as a recruitment site for the fictional agency, the site utilizes motion graphic elements and transitions within the layout, as well as clips from the movie. The site’s polygonal main menu harkens to the triangles in the AAA logo; as users select lessons from the main menu, a kaleidoscope-inspired transition occurs. A chatbot enables visitors to interact with the experience, and the more users talked with the chatbot, the more content from the film would be served up by the site. Also, as visitors explore the lessons, they may find themselves getting interrupted by Samuel L. Jackson—specifically, sound clips of him from The Hitman’s Bodyguard.
Thinkingbox also created a separate version for a Snapchat webview ad in parallel with the main site. Companioned Facebook and Twitter bots mimicked the site’s chatbot.