Swine Marketing

A mystery driven social media campaign developed for Swine, a senior thesis film by Claire Delany and shot by Daisy Bolger. The film follows Sophie, a young woman seeking refuge in a coastal Maine town while questions linger about her past in Arkansas and the disappearance of a boy named Brett Baker. Leaning into the film’s tension and ambiguity, I crafted an in-universe marketing strategy that mirrored the story’s tone, building intrigue through subtle, atmospheric graphics and narrative-driven social posts.

Phase 1

In collaboration with the producers of Swine, we launched the campaign with a heavily in-universe approach, introducing the world of the film before fully promoting it. I designed postcard and map graphics that subtly teased the narrative, hinting at Sophie’s journey and the coastal Maine locations she travels through. The visuals remained intentionally broad and atmospheric, preserving the mystery surrounding her past while inviting the audience to piece together the story themselves. This phase focused on immersion over explanation, building intrigue through design rather than direct promotion.

Phase 2

Continuing the in-universe aesthetic, we began releasing deeper narrative clues, visual fragments like items connected to the crime, while still grounding the audience in the reality that Swine is a senior thesis film seeking funding. When announcing our Indiegogo campaign, we maintained the immersive tone by using handwritten letters styled as if Sophie herself were speaking directly to the audience. We also revealed Sophie’s casting through a designed “suspect file,” sharing only character-based details rather than the actress’s name. Those familiar with the performer could recognize her, but within the world of the campaign, she existed solely as Sophie. This phase strengthened audience engagement by blending storytelling with strategic promotion.

Posters