Gamified digital banner
Stan Lee — creator of Spider-Man, X-Men, and The Incredible Hulk — developed a new original series for Sky, centred around Harry, a London detective whose unusual superpower is pure, unshakeable luck.
To promote the second season, I was tasked with creating an online banner campaign that would go beyond static advertising and actively engage viewers in the show’s core theme. The challenge was to capture the essence of Harry’s improbable good fortune in a way that was interactive, memorable, and instantly understandable.
My solution employed gamification as the storytelling device
The concept invited users to “try their luck” by attempting to shoot Harry — each click firing a virtual bullet. No matter how precise the aim, the player always missed, demonstrating Harry’s supernatural invincibility. After the third attempt, the banner seamlessly transitioned to reveal the show’s key details and a clear call to action to watch the new season.
This interactive approach transformed a traditional ad unit into a mini experience — playful, unexpected, and perfectly aligned with the show’s premise. It not only increased dwell time and engagement but also created a moment of narrative resonance between the medium and the message.