HOW WE HELPED DOCTOR SLEEP REIMAGINE THE TRAILER

HOW WE HELPED DOCTOR SLEEP REIMAGINE THE TRAILER

Marketing Campaign

39 YEARS LATER, THE SHINING GOT ITS SEQUEL. BUT SOME THINGS COULDN'T CHANGE.

The Shining and Doctor Sleep share much more than backstory.

(And we're not talking settings like The Overlook Hotel, where things remain as creepy as ever.)

No, we're talking DNA. As a franchise, this is one that makes a sport out of genre-bending innovation, which meant its campaign not only had to reexamine its own artifices, but blaze new paths toward launch.

Honoring The Shining’s heritage as a signature, genre-evolving moment in cinema, we set out to reimagine the movie trailer 106 years after its creation for today’s audiences.

Four goals drove the project:

  1. 1) Instead of one-size-fits-all, can trailers be built custom to fit a channel’s functionalities?
  2. 2) Can we boost recall and engagement by turning passive trailers into interactive experiences?
  3. 3) How can a portrait mode asset deliver a more cinematic, polished experience?
  4. 4) Where can assets for social be optimized for ever-distracted, on-the-go audiences?

In pursuit of a campaign that honored its innovative IP, we rebuilt a new interactive trailer for Doctor Sleep that blended innovation with interactivity, and the cinematic with the snackable.

Doctor Sleep
Client
Warner Bros.
Project
Doctor Sleep
What We Did
  • Social
  • Strategy
  • Video
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