They also worked on
the Baywatch DVD

First Look Studios has tapped New York-based digital shop Special Ops Media as its lead interactive agency, reports AdWeek.

SOM will handle creative duties and online media planning and buying for the independent entertainment company's theatrical titles. It will also oversee the client's online movie publicity. SOM's initial assignment as First Look's lead digital agency involves mystery thriller The Dead Girl, which opens Dec. 29. Designing the movie's website and spearheading an exclusive trailer promotion with AOL are among its tasks.

SOM's past First Look efforts have included various digital chores for The Proposition, A Guide to Recognizing Your Saints and the DVD releases of Baywatch.

Since opening its doors in 2002, SOM has created viral campaigns and guerrilla marketing efforts (among other interactive pushes) for clients such as Coca-Cola, MTV, Puma, Showtime and Universal Pictures.