Smile 2
Following the global success of Smile, I worked on the UK theatrical campaign for Smile 2, finding ways to bring the film’s unsettling world into everyday life. From flyposting and bespoke tube car panels to audience reaction screenings that put the scares front and centre, we wanted the campaign to feel fun, disruptive and hard to miss. We also used moments from the film to create bespoke AV assets designed to catch audiences off guard and keep that sense of unease going beyond the cinema screen.
STUDIO
Paramount Pictures
YEAR
2024
ROLE
Lead
Worked with the digital marketing team to organise and capture an audience reaction event, leaning into the film’s horror. The resulting spot ran across linear TV and BVOD, including ITV, ITVX, Sky and Channel 4, with a dedicated placement during Big Brother.
Tube car panel
Created a bespoke Tube car panel disguised as a dental advert, using playful copy and campaign creative to turn a familiar format into an unexpected Smile-inspired execution.
beer mats
Leaned into the film’s signature smile with bespoke beer mats designed to be held over the face, letting audiences recreate the unsettling possessed smile themselves.
