The third and final chapter in Christopher Nolan’s Batman franchise is set to bow in July 2012, and today we have our first look at the villainous Bane. Actor Tom Hardy certainly beefed up for the role–just look at those protruding back muscles! Add that muzzle contraption into the mix and we’ve got ourselves one formidable baddie to face off against the Dark Knight. Interestingly Warner Bros. released this image as part of a grander viral campaign for the film. If you direct your browser to the movie’s official site you’ll hear a brief sound byte; the chant was analyzed and found to contain the phrase “The Fire Rises.” Those that tweeted out the hashtag #TheFireRises contributed their Twitter profile picture to a user-generated mosaic that makes up the Bane image. Eventually the image was uploaded to Facebook and then everywhere else. The studio created the Twitter handle @thefirerises, so if you’re hotly anticipating the film I’d advise you to follow that for more updates surrounding the viral campaign. Don’t be surprised if a similar game is played to reveal another character, next time perhaps one Selina Kyle?

The Dark Knight Rises hits theatres July 20, 2012.