DEXTER

Alternate Reality Game

Problem: Launch Dexter Season 5 like the show: dark, smart, unlike anything on TV.

Solution: We didn’t make an ad. We built a world. A serial huntress left clues online and in real life, and fans hunted her down.

How: Video, print, digital, social and live events.

Recognition: Primetime Emmy. Comic-Con Best in Show. Webby People’s Voice. One Show and SXSW Interactive finalist.

CLIENT: Showtime

AGENCY: Modernista!

CCOs: Gary Koepke, Lance Jensen

CREATIVE DIRECTOR: Xavier Teo

ART DIRECTION: Tony Frusciante

GRAPHIC DESIGN: Tony Frusciante

COPYWRITER: Lorelei Brandoveschi

Diagram of a computer with numerous labeled components including cases, switches, and a desktop, depicted in red and black.
Logo for the TV series 'Dexter' with the subtitle 'Game On' and Showtime branding
Screenshot of the
Promotional image for Dexter GameOn and SCVNR, featuring a close-up of Dexter Morgan's face with a blood trickle on his cheek, and text about the game, download buttons for iPhone and Android, and a countdown for unlocking exclusive content.
A poster featuring a red, blood-dripping spoon with a warning tape reading "SCENE DO NOT CROSS" at the top. The bottom has repeating text "DEXTER" indicating the TV show Dexter.
Blood splatters on a white background
Line of people waiting outside a building on a city sidewalk, some holding merchandise bags, with a group of young men in the foreground, one placing a sign on a table, and police caution tape in the scene.
Broken and melted chair in a room filled with distorted mirrors reflecting furniture, with a pool of dark liquid on the floor.
A person lying on a table with blood splattered on their chest and face, surrounded by mirrors reflecting their image in a dark environment.
Group of people observing a science exhibit with a Tesla coil in a museum or science center.
Group of five men standing and chatting in a dimly lit restaurant, with a laptop and cameras on a table in front of them.
Close-up of a person wearing a red wristband with the word 'DUTER' and a lanyard, with sunglasses labeled 'SLEP SURFERY' hanging near the neck.
Two iPhones displaying a sleep interpretation app called Sleep Superbly, with options to search by dreams, search by meanings, and view requested interpretations.
Screenshot of a website homepage called Sleep Superbly promoting sleep therapy, featuring a woman in business attire with a dark blue and black background.
Website homepage titled 'Serial Huntress: Justice by All.' Features a video player with a woman standing in front of a dark background and a brief on the 'Infinity Killer' case. Contains links to blog, dossier, forum, connect, about, and social media icons.
A newspaper clipping with a black-bordered box containing a message titled 'YOUR FATE, MY FORTUNE.' The message expresses gratitude to someone who has been a personal hero and mentions meeting a few years ago, emphasizing their closeness and heroism. The page number at the bottom left reads 'PAGE 66,' and there's a red oval highlight surrounding the message.
YouTube channel page titled 'rip your heart out now's Channel' with a video thumbnail showing the phrase 'RIP YOUR HEART OUT' on a sign, and other video thumbnails including 'Rip Your Heart Out Contest Winner' and 'Favor from F8'.
A white cardboard box decorated with a red ribbon and bow, next to a smaller box with a postcard displaying an image of a crime scene with blood and crime scene tape.
Screenshot of a virtual trivia game show with contestants on webcam, a list of trivia winners and rounds on the right side, and a host and referee in a room on the left.
Decorative red and white patterned paper pyramid
Website homepage with a red and black theme, featuring close-up images of a man and a woman, a countdown timer, and sections labeled 'Kill Infinity' and 'Kill Dee' with military equipment images and social media links.
Close-up of a person's face illuminated with blue and pink lighting, with neutral expression.

UPDATE: December 2020

Ten years removed from when this work was completed, while working at Boston-based agency Modernista!, the Dexter ARG is finding a resurgence. With the announcement of a limited reboot of the Dexter show, fan hunger for Dexter-related projects has increased. The following videos are compiled from the notes, videos, and experiences from fans who still love this alternate reality game today.

Group of people lying inside a maze-like structure made of cardboard with black and orange stripes, on a wooden floor, looking up at the camera.
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