How do you take a franchise that's known for being meta and push it to the next level? By inviting Ghostface himself to drop in and haunt his very own Honest Trailers review of the film. Working with Roger Jackson, the legendary voice actor of Ghostface, and partnering directly with the Honest Trailers editorial team, we crafted next-level meta-review — and fans loved it!

Ghosface wasn't about to let his comeback go unnoticed by his contemporaries. Helping catalyze the campaign across Paramount's ecosystem of properties, we scripted authentic voicemail messages for Roger Jackson, Ghostface's voice actor, to record. We then "left" these voicemails for other Paramount horror IP villains via their films' social handles, inviting some back-and-forth chatter between the iconic villains — and their fanbases.

One of Ghostface's biggest strengths is that anyone can be behind the mask — anyone. And while that usually ends up meaning a long-lost relative or your closest friend is secretly Ghostface, it can also mean your favorite ASMRtist has taken up the murderous mantle. We partnered with popular content creator ASMR Surge to take immerse fans into sonic world of Ghostface as he sharpens and tests his signature weapon of choice.

Just how many screams are in a series called "Scream"? Turns out... a lot. We audited the entire franchise for its most memorable screams and put the most epic ones head-to-head in a March Madness-inspired Ultimate Scream Bracket. The resulting content campaign allowed fans to vote and debate on the most iconic moments in the franchise, helping activate interest in the new film, and the characters who were coming back into the fold.

Nothing says Scream like Ghostface lurking just behind you... Teaming up with the masked killer, we brought this concept to interactive life by way of an AR Lens in which fans scanned their faces to learn the likelihood of whether or not they could survive a Scream film. After scanning fans' faces, a variety of responses awaited— and in some cases, a jumpscare!

To pay homage to the franchise's legacy, and also to help new fans get caught up on the complex lore of the films, we put together a character "family tree" across all of the Scream films, showing how each character is related to each other, who died and who lived, and who previously wore the iconic mask. Not only did this help reactivate core fans, it got casual audiences primed for the new film's latest chapter — and its newest Ghostface.