Case Study

Teacup | Peacock

Something sinister is going down in the heart of Georgia in this series from the creative juggernauts James Wan and Ian McCullough. Between a deadly blue line, nightmarish gas-masked figures, and a dreadful sense of distrust, it is clear the danger is bigger than all of us—and could even spread into the real world. We developed a fully-integrated marketing campaign to make consumers question what they know, feel uncomfortable in their surroundings, grip them with the extreme stakes, and ultimately make them fear what they don’t know.

First Look

We generated intrigue with the genre audience by dropping the first breadcrumbs at San Diego Comic Con with this teaser art in OOH. This art hints at the danger without explicitly revealing really anything, causing fans to question what will happen next.

Those who attended the panel got to see our exclusive first look at the Peacock Upfronts. This audio-driven spot will send chills down your spine.

View First Look

Tease Campaign

The unsettling gas-masked figure McNab appeared live to ominously inform Angelinos. Influencers then captured the stunt, questioning, “what the hell is going on?” Simultaneously, foreboding messages appeared overnight in OOH across Los Angeles and Las Vegas with spray painted warnings such as “WE ARE NOT IN CONTROL” and “DON’T TRUST ANYONE.”

These lead to our tease spot, which dived deeper into the introduction of Teacup’s world and characters. We accelerated the horror and heightened the thrills through this teaser which highlighted the inherent terror of total isolation and hinted at the consequences of crossing the blue line.

We Are Not In Control

Diving deeper into the introduction of Teacup’s world and characters, we accelerated the horror and heightened the thrills through a teaser that highlighted the inherent terror of total isolation and hinted at the consequences of crossing the blue line.

In-World Digital Takeover

Leaning into popular Ring doorbell and trail cam video uploads, commonly discussed on Reddit, we created custom Reddit ads establishing the strange happenings of the series. Each piece features unsettling scenes on a grainy, fisheye-style camera to replicate real “found footage.”

We also strategically leveraged a non-ekippable YouTube ad placement to reinforced users’ lack of control.

Key Art

Our final key art zoomed in on our eerie gas-masked character, McNab, uncomfortably close with a wary look in his eye.

Trailer

Our trailer leveraged the dichotomy of our auspices: Ian McCulloch (Yellowstone) and James Wan (The Conjuring). We begin on a pastoral scene on a rural Georgia farm with a folksy Harry Nilsson track to create a rug-pull moment when the child, Arlo, returns from the woods… changed.

“The Mother ” :30

This spot centered on Yvonne Strzechowski’s character–a mother and total badass–paying homage to female sci fi icons.

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Launch

In New York’s Times Square and Los Angeles’s Moxy, we leveraged DOOH boards to reveal a sinister presence overlooking these busy city centers, warning passerbys “WE ARE NOT IN CONTROL.” This board involved a custom shoot with talent, mixed with CG to achieve an anamorphic effect.