Rabbit Hole

Rabbit Hole is a captivating espionage thriller on Paramount+, starring Kiefer Sutherland, which delves into the manipulation of truth through technology in our contemporary society.

In collaboration with the Paramount+ team, Rhubarb undertook the task of crafting a global campaign that vividly brought to life the digital and real-world manipulation depicted in "Rabbit Hole."

The central theme of the creative brief and campaign platform was succinct yet powerful: YOU ARE BEING MANIPULATED. This resonated strongly with viewers, as it highlighted the prevalent use of deception, exploitation, and misdirection for personal, political, and corporate gains—a reality that the public is becoming increasingly aware and wary of.

The campaign's visual identity featured a distinctive black and yellow color palette complemented by an 8-bit digital font. The font choice conveyed the overarching surveillance theme but also infused a retro sensibility reminiscent of classic films like Three Days of the Condor.

To intensify the message of paranoia and surveillance, thought-provoking copylines were strategically superimposed onto the striking black and white photography captured by Brian Bowen-Smith. The result was a campaign that skillfully captured the essence of Rabbit Hole's exploration into the manipulation of truth in our technologically driven world.