2025_02:17AM.MOV

01

To start our campaign, we gave audiences a glimpse at the security footage that had the town talking. Using an unlisted YouTube link and a breadcrumb trail on social to find it, fans soon found themselves watching the two hour and seventeen minute video aiming to piece together any clues. Beyond the time stamp easter egg, the footage also included a reflection in the screen and flash cuts to film stills to drive further conversation.

01

To start our campaign, we gave audiences a glimpse at the security footage that had the town talking. Using an unlisted YouTube link and a breadcrumb trail on social to find it, fans soon found themselves watching the two hour and seventeen minute video aiming to piece together any clues. Beyond the time stamp easter egg, the footage also included a reflection in the screen and flash cuts to film stills to drive further conversation.

01

To start our campaign, we gave audiences a glimpse at the security footage that had the town talking. Using an unlisted YouTube link and a breadcrumb trail on social to find it, fans soon found themselves watching the two hour and seventeen minute video aiming to piece together any clues. Beyond the time stamp easter egg, the footage also included a reflection in the screen and flash cuts to film stills to drive further conversation.

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This is where the story really starts.

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This is where the story really starts.

02

As Zach Cregger proves, horror isn't built on shock value alone. Audiences need to see themselves within the terror. So to establish this connection, we placed viewers in the same position as the town's residents. Evoking the anxiety of a parent whose child has vanished, we created a teaser spot inspired by classic PSAs. After all, it's 2:17. Do you know where your children are?

02

As Zach Cregger proves, horror isn't built on shock value alone. Audiences need to see themselves within the terror. So to establish this connection, we placed viewers in the same position as the town's residents. Evoking the anxiety of a parent whose child has vanished, we created a teaser spot inspired by classic PSAs. After all, it's 2:17. Do you know where your children are?

02

As Zach Cregger proves, horror isn't built on shock value alone. Audiences need to see themselves within the terror. So to establish this connection, we placed viewers in the same position as the town's residents. Evoking the anxiety of a parent whose child has vanished, we created a teaser spot inspired by classic PSAs. After all, it's 2:17. Do you know where your children are?

Maybrook PSA

Maybrook PSA

Maybrook PSA

03

As the campaign spread, questions continued to rise. But one question that we asked ourselves was how would a child respond to the events unfolding in Maybrook?

With this, we set out to explore how the only child remaining, Alex, might process the horrors overtaking the town by creating a series of unsettling children's drawings that hinted at the film's events without explicitly showing them.

03

As the campaign spread, questions continued to rise. But one question that we asked ourselves was how would a child respond to the events unfolding in Maybrook?

With this, we set out to explore how the only child remaining, Alex, might process the horrors overtaking the town by creating a series of unsettling children's drawings that hinted at the film's events without explicitly showing them.

03

As the campaign spread, questions continued to rise. But one question that we asked ourselves was how would a child respond to the events unfolding in Maybrook?

With this, we set out to explore how the only child remaining, Alex, might process the horrors overtaking the town by creating a series of unsettling children's drawings that hinted at the film's events without explicitly showing them.

04

These drawings, commissioned by an actual child, soon became recognized film posters, OOH murals, and red carpet backdrops — driving home the unsettling authenticity of the art itself.

04

These drawings, commissioned by an actual child, soon became recognized film posters, OOH murals, and red carpet backdrops — driving home the unsettling authenticity of the art itself.

04

These drawings, commissioned by an actual child, soon became recognized film posters, OOH murals, and red carpet backdrops — driving home the unsettling authenticity of the art itself.

Los Angeles Mural

“

Are you watching?

“

Are you watching?

05

As we approached the release of our film, we began revealing layer after layer of unsettling film stills paired with a cryptic design direction inspired by the original trailer. Rather than boisterous editing, we emphasized the in-between moments of terror that may only grace the screen for a frame or two.

05

As we approached the release of our film, we began revealing layer after layer of unsettling film stills paired with a cryptic design direction inspired by the original trailer. Rather than boisterous editing, we emphasized the in-between moments of terror that may only grace the screen for a frame or two.

05

As we approached the release of our film, we began revealing layer after layer of unsettling film stills paired with a cryptic design direction inspired by the original trailer. Rather than boisterous editing, we emphasized the in-between moments of terror that may only grace the screen for a frame or two.

06

This approach expanded to critical acclaim assets that combined individual scenes with the cryptic iconography and ritualistic shapes that hinted at the witchery of our antagonist.

06

This approach expanded to critical acclaim assets that combined individual scenes with the cryptic iconography and ritualistic shapes that hinted at the witchery of our antagonist.

06

This approach expanded to critical acclaim assets that combined individual scenes with the cryptic iconography and ritualistic shapes that hinted at the witchery of our antagonist.