THE ASK
To launch this paranoia-fueled thriller from James Wan, the Teacup campaign needed to do more than promote a series, it needed to infect audiences with the same dread at the center of the story. Leaning into visuals of a terrifying gas-masked figure with a foreboding message, the objective was to blur the line between fiction and reality and make audiences feel like the danger was real.
THE WORK
I led the integrated campaign and developed a strategy rooted in the fear of not being in control. Every touchpoint was designed to make audiences question their surroundings and fear the unknown before ever watching the show.
Tease Campaign: We launched with real-world stunts featuring the show’s ominous gas-masked figure, McNab, appearing throughout Los Angeles as influencers and bystanders captured reactions online. Simultaneously, cryptic warnings like “WE ARE NOT IN CONTROL” and “DON’T TRUST ANYONE” appeared overnight across OOH placements in Los Angeles and Las Vegas. The tease campaign culminated in an eerie teaser trailer, which I concepted.
In-World Digital Takeover: Inspired by viral Ring and trail cam footage often discussed on Reddit, I created a series of unsettling “found footage” style digital ads that made the events of the show feel disturbingly real. We also leveraged non-skippable YouTube placements to reinforce the campaign’s central theme: a total loss of control.
3D OOH: In Times Square and at the Moxy in Los Angeles, anamorphic DOOH boards revealed our sinister gas-masked figure looming over the city with the warning “WE ARE NOT IN CONTROL.” The executions combined live-action shoots with CG to create an immersive visual takeover.
THE RESULTS
By leaning into mystery rather than spoilers, the campaign generated strong conversation, curiosity, and FOMO across platforms. The immersive, multi-touchpoint approach helped establish the series as a must-watch event while delivering standout engagement and ROI.
Role: Creative Director
Agency: Trailer Park Group
Client: Peacock
Year: 2024