At the time, social media and privacy were already part of the cultural conversation, amplified by the real-world context of the Edward Snowden revelations earlier that year. The opportunity was to lean directly into those themes and invite fans to experience the show’s world firsthand, not just watch it.

The concept was simple but powerful: let fans interact with The Machine, the omniscient AI at the center of the series. The app was designed as a meta experience, blurring the line between fiction and reality by making users feel as though they were being actively monitored, analyzed, and classified inside the show’s universe.

The challenge was to translate a complex, cinematic interface into an interactive experience that felt authentic, intuitive, and technically achievable within a tight production timeline.

As the main designer on the project, I pulled visual assets and interface elements directly from the show and reimagined them for a Facebook app environment. The goal was to faithfully recreate The Machine’s signature visual language, including high-contrast imagery, tracking boxes, data overlays, and threat-level indicators, while ensuring the experience was clear and engaging for fans.

As a designer I collaborated closely with the Art Director, developer, and project manager to align on feasibility, consistency, and launch timing. This included working through UI states, visual effects, and copy needs to ensure the app felt cohesive with the show’s branding and delivered a seamless fan experience across devices and regions.

The app launched and quickly became a standout example of second-screen marketing. Fans could upload or capture a photo, have it “Machined” through the show’s AI interface, receive a threat-level classification, and see a simulated location scan. The experience encouraged social sharing, allowing fans to post their images to Facebook and spread awareness organically ahead of the season premiere.

The most compelling hook was real-world integration. Submitted photos were reviewed by the show’s producers and selected images appeared in actual episodes throughout Season 3, embedded into The Machine’s surveillance feeds during transitions and searches. This turned passive viewers into participants and made the show feel alive beyond the screen.

The app was available internationally, reaching fans in the United States, Canada, the UK, India, and Italy. It was widely recognized as an early pioneer in immersive, audience-driven marketing, successfully extending the show’s narrative while reinforcing its central themes of surveillance, identity, and visibility in the digital age.

Lawrence Lacanilao
Designer

• Lead designer for the “You May Be a Person of Interest” Facebook app.

• Adapted show assets and visual language into an interactive UI experience.

• Designed The Machine-inspired interface, effects, and user flow.

• Collaborated with Art Director, developer, and project manager on feasibility and execution.

• Ensured consistency with show branding and narrative tone.

• Supported copy development and launch readiness across regions.