Never Trust a Smile

Client: Paramount

Paramount’s horror film Smile was initially set for a streaming release but thanks to a fantastic (if not rather terrifying) theatrical marketing campaign, based on ‘making people smile’, it became one of their most profitable films of 2022.

We delivered ‘surprise and delight’ in unsuspecting places, from OOH graffiti on fake toothpaste ads to creating ‘the scariest ever ad break’ with Channel 4. Everything we delivered on this campaign generated cut-through and conversation, demonstrating the power of creative media placements when you can’t rely on big budgets or big names, and are up against a competitive slate.