#PROJECTMITTY

20th Century Fox Home Entertainment

To promote the digital and home entertainment release of
The Secret Life of Walter Mitty, we created a one-of-a-kind
social, real-world execution.

The Secret Life of Walter Mitty is about stepping out of one’s comfort zone in the search of adventure. We challenged two YouTube stars, iJustine and Jenna to go on a similar ‘Mitty-esque’ adventure– one that would take them to an unknown place and force them to try new things.

To push this sense of adventure further, we crowdsourced the itinerary; suggesting two very unique activities each day and having fans vote on which activity they wanted to see the girls do.

Our stars captured their adventure via iPhones, GoPros and Google Glass— sharing it in real-time to Facebook, Twitter, YouTube, Vine and Instagram.