Case Study
Unhinged
Solstice Studios
- O2
- Analytics
- Calendar Development
- Strategy
THE CHALLENGE
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 - "Russell Reads Reddit"
Social Approach
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.
Unhinged - Social "Theater"
IGTV
INSTAGRAM A/V
INSTAGRAM POSTS
Instagram Road Signs
Instagram Rules of the Road
Results
We reeled in a monster. We helped propel Unhinged to #1 in eleven international territories before achieving the same feat here in the United States. But most importantly, we got people to come back to the movies!
AWARDS
Shorty Awards 2021
"Russell Reads Reddit" - Best Of Reddit
Clio Entertainment Awards 2021
Digital/Mobile & Social Media Craft - Copywriting
Bronze