Teacup | Peacock

Leading up to the premiere of Teacup, a new psychological thriller from horror mastermind, James Wan, I led creative for a fully-integrated, 360 campaign that steeped audiences in the same paranoia the series became known for. We began by developing a strategy around the fear the unknown, which evolved to tap into the root of fear itself…complete and utter loss of control. Of your family. Your surroundings. Your future. And even yourself.

The work blurred the line between fiction and reality with eerie teasers, real-world appearances, influencer partnerships, immersive 3D DOOH, and stunty digital ad placements like "found footage" style uploads to Reddit and a YouTube ad blocker that reinforced users' lack of control with a non-skippable bumper.