Overlord’s bloody new poster hides the breadcrumbs for a deeper viral campaign

Contributed by
Sep 12, 2018, 4:20 PM EDT

It took 15 well-planned Instagram posts and perhaps a little, ahem, overthinking, but Paramount’s new poster reveal for Overlord has scattered the breadcrumbs for a viral marketing push that, if you follow the trail, gives up a few fun insights into the upcoming J.J. Abrams-produced horror flick.

The bloody poster came via a series of Instagram posts that, when viewed as tiles that make up a whole, show a stylized white sky highlighted by some strategically shaped blood spatter. Viewed as a single image, the whole thing actually forms a distant parachuting scene. It’s an allusion to Overlord’s World War II setting (and for the record, Abrams himself debunked rumors earlier this year that the movie fits into his Cloverfield franchise in any way.)


Paramount Pictures

Click on the correct Instagram image, and you’re carried away to a YouTube landing page punctuated by a super-brief preview clip and the invitation to send a direct message via Instagram to @OverlordMovie “Aidez moi” to learn more.

For now at least, following the links plays out more like a curiosity-satisfying game than a big reveal of anything new, but it’s been designed in a way that should allow Paramount to throw new tidbits into the mix at any time. 

As for what we know about the film, the Julius Avery-directed movie takes its name from the D-Day landing operation that changed the tide of WWII, and mixes in supernatural/horror elements that find the Nazis turning into violent monsters — Hitler’s so-called "Übermensch." In other words, beings that present the kind of horrific threat the Allied soldiers couldn’t possibly have foreseen, and certainly didn’t prepare for. 

Directed by Avery from a screenplay by Billy Ray and Mark L. Smith, Overlord stars Jovan Adepo, Wyatt Russell, Pilou Asbæk, Mathilde Ollivier, John Magaro, and Iain de Caestecker. The movie will get an early premiere this month at Fantastic Fest, which kicks off Sept. 20 in Austin, before parachuting into theaters everywhere starting Nov. 9.