Building lots of creepy buzz
To generate buzz around the latest Netflix series, Parasyte: The Grey, we devised a digital street art campaign that fully embraced the eerie essence of the show, even snagging our inaugural "sensitive content" label on TikTok.
Our objective was clear: captivate and intrigue the US audience, compelling them to tune in to the series. We needed an approach that encapsulated the chilling premise of Parasytes infiltrating human hosts to manipulate and morph them.
Finding the perfect artist for the project
Enter @nuderobot, JIMMY’s resident virtuoso in motion tracking, texturing, and bringing peculiar creatures to life. Our digital street art studio, JIMMY, is packed with talented artists, but tasking him was a no-brainer.
Drawing inspiration from those infamous NYC subway scenes featuring rats skittering over unsuspecting commuters, we envisioned a Parasyte larva stealthily invading an ear. The resulting video was an instant hit, racking up over 12 million views on Instagram within just 12 hours.
The gritty backdrop of the NYC subway served as the ideal stage for our endeavor, tapping into the collective unease of encountering something unsettling in a confined space. This setting lent an air of authenticity to the video, convincing the audience it was real, even for just a split second.