Most new studios with the unfortunate luck of launching during the middle of a pandemic would panic, but Solstice Studios isn’t most studios. They knew that Unhinged, their tentpole thriller about a man (Russell Crowe) pushed over the edge by the modern world, might take on some additional resonance during a moment when everyone’s on edge and everything feels terrifying. They just needed an approach anchored in the fun of movies.

Unhinged takes an ordinary, everyday incident to its most terrifying conclusion. Similar to the classic film Jaws, it focuses on a monster hunting its prey relentlessly. We wanted to create a campaign that would make people think twice the next time they go lay on that horn or cut someone off, just like Jaws made people think twice about going into the water.

Ultimately we set out to make everyone see that he could happen to anyone, because road rage is the expression of the amateur sociopath in all of us - cured by running into a professional. 

It was time to introduce the world to the professional, our giant shark, Russell Crowe.