Barbarian

20th Century Studios | Social: TikTok | 2022

[the gist]

Our client came to us to develop a paid campaign for Barbarian that felt “natively TikTok.” So we invented #HorrorTok, a trope-filled campaign with everything that makes horror movie advertising great–misdirects, jump scares, and FOMO-inducing audience reactions–all with a TikTok twist. 

[the outcome]

: Opened #1 at the box office with $45M gross on a $4.5M budget

: My favorite horror movie of 2022