Netflix: Something Very Bad is Going to Happen SXSW
Austin, TX
Challenge
Break through the noise of SXSW and make Netflix’s new series Something Very Bad Is Going to Happen impossible to ignore with a moment people couldn’t shake.
Approach
We turned Austin into a moving mystery. Wedding dresses were hand-painted with cryptic references to the series and worn by a crew of roaming brides throughout the city. The startling visual drew crowds in, while matchbooks featuring the show’s title extended the story and sent people home with something to remember the spectacle by.
Results
The brides stopped traffic—both literally and digitally. Crowds gathered, cameras came out, and questions followed. No hard sell needed…just a bold, unsettling moment that pulled people in and refused to let go.
