Challenge
After the massive viral success of Smile, Paramount Pictures needed a marketing campaign for Smile 2 that would be just as eerie, unexpected, and impossible to ignore. MediaNug was tasked with creating another unforgettable moment that would haunt audiences long before they even stepped into the theater. We designed a multi-pronged campaign that leaned into Smile 2’s signature brand of psychological terror, blending real-world activations with high-impact digital content.
Solution
From Hollywood to music festivals, we engineered Smile 2 scares that left audiences shook: Billboard Transformation – We orchestrated an insane visual stunt right in the heart of Hollywood. A seemingly normal billboard slowly morphed into something horrifying. We documented the chilling moment, creating an eye-catching digital piece. Red Carpet Interviews – At the Smile 2 premiere, we prepped engaging questions for the film’s stars and cut together edits that amplified the excitement (and terror) of the night. Influencer Screening Reactions – We attended Smile 2 influencer screenings, capturing raw, in-the-moment reactions from creators. Breakaway Music Festival Activation – Our biggest moment. We sent the team to Breakaway Music Festival, where Smile 2 pulled off a terrifying mid-concert stunt. An ad for the film flashed across massive screens when no one was expecting it, leaving festival-goers stunned. We captured everything from incredible drone shots of the spectacle to up-close reactions of shocked audience members.
