How do you market a movie you can’t show?
This question became a major guiding factor in shaping every element of the campaign.
The social campaign for Weapons, the highly anticipated new film from Zach Cregger, was built around a single guiding principle: tension lives in the unseen. Our creative direction leaned into restraint, atmosphere, and fractured storytelling to spark curiosity and conversation across platforms. Through stark visual language, disruptive motion graphics, and platform-native activations, the campaign invited audiences to piece together the unease for themselves, delivering a cohesive, cinematic experience long before they entered the theater.
For one of our key videos, we hired a professional voice actor to deliver the chilling line, “Do you know where your children are?” The delivery became the spine of the piece, anchoring distorted visuals and unsettling sound design. The voice gave the campaign a human presence that felt intimate and threatening at once, amplifying tension without ever showing the film itself.
What began as a single social post quickly became a defining visual for the campaign. The creepy children’s drawing was transformed into two large-scale outdoor murals in Los Angeles and New York, giving the unsettling motif a public presence that amplified intrigue and conversation.
The mural evolved in two phases a week apart with question marks added over the children’s faces. This living approach surprised fans, extended the campaign’s tension, and kept the conversation and the questions going online.
The mural evolved in two phases a week apart with question marks added over the children’s faces. The artwork surprised fans, extended the campaign’s tension, and even took over the viral Charli XCX Brat Wall, keeping the conversation and the questions going online.
To amplify the film’s unsettling tone without relying on direct imagery, we introduced a series of hand-drawn sketches created with the help of our creative director’s 6 year old daughter. The raw, childlike quality of the drawings gave them an immediate sense of innocence, but placed in the context of the campaign, they took on an unnerving edge. These pieces were integrated across static posts, motion assets, and teaser videos, serving as visual breadcrumbs that felt both authentic and deeply uncanny.
The video campaign focused on mood over plot, using abstract visuals, distorted sound design, and rapid cuts to suggest danger without revealing story. Each teaser was crafted to feel like a fragment of something larger, leaving audiences unsettled and eager to piece the narrative together.
We created a set of four creepy teaser edits built around the poster icons. Each burst-style video seamlessly transitions from the static icons, turning familiar imagery into unsettling motion that teases the film without revealing anything.
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Client: Warner Bros.
Creative Director: Bran Moats
Design: Gyanna Yumping
Motion Design: Alex Cho
Addtl. Motion & Design: Jason Fang
Lead Editor: Tom Vail
Lead Strategist: Jonathan Wallraven
Project Managers: Josie Lassen + Trokon Johnson
Community Manager: Emma D'Ambrosio
Studio: Watson Design Group
