Universal Studios approached us with a pitch to create a social campaign that would drive awareness for Halloween Horror Nights. We won with a simple principle: the campaign should do what the event does — scare people.

We built an interactive concept that invited users to upload or record a video, choose from a series of unexpected “horror” endings, and share the results with friends. The idea turned passive promotion into active participation, extending the event’s thrill beyond the park and into people’s own feeds.