The Story Behind Free Guy's Pixel-Perfect Video Game Homage Posters

Agency Petrol brought its gaming experience to bear for Ryan Reynolds' new movie

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

How do you send a message to avid gamers—of all generations—that your movie isn’t just a spoof of their favorite genres, but is in fact a celebration of them?

That was the assignment given to Los Angeles agency Petrol by the marketing team behind 20th Century Studios’ upcoming movie, Free Guy. The theatrical release stars Ryan Reynolds as a character in an open-world video game who becomes self-aware shortly before the game is slated for cancellation.

The

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in