Disney+ was looking for an innovative campaign to launch Marvel’s ‘Secret Invasion’, a series centred on Nick Fury and his confrontation with the Skrulls, an alien race capable of assuming identities. This premise served as the inspiration for a unique campaign that played with the idea of real-life impersonation to create an authentic “Skrull Invasion” feel.

The campaign began with a teaser phase at the preview of the series itself, where celebrity impersonations were carried out. A search for and characterisation of lookalikes that managed to create anticipation, confusion and curiosity among the public and the media. This initial action not only attracted the attention of the celebrities’ fans, but also generated rumours and speculation, increasing the anticipation of the series’ premiere.

After the launch of the series, the campaign moved to the digital sphere where we impersonated 4 top influencers (byViruZz, Peldanyos, Paracetamor and Teresa Pérez) on their own channels. Some of them even live. We also took over the Disney+ social channels with Nick Furia, who published a statement asking users to help unmask the profiles that had been taken over by the Skrulls. For 3 days, we published reports with clues to find them, as well as hunting reports to update the status of the mission. A gamified content that made the networks explode.