Annabelle Comes Home

Overview

DMM partnered with Warner Bros. for the theatrical release of the third installment of the Conjuring phenomenon, Annabelle. For the Annabelle Comes Home social campaign, DMM was signed on to create terrifyingly elevated social creatives that brought the element of fear to the forefront as well as to create engaging Instagram Stories that followed Annabelle around the country to whichever unlucky city she was headed to on the press tour. Overall, the campaign was full of scares that fans will definitely be trying to forget…

Objectives

The main objective for the Annabelle Comes Home social media campaign was to bring an element of elevated horror to the film’s social pages. Being the third installment in the series, we wanted to make sure to separate this film from the rest and make sure that fans knew that it was the scariest installment yet.

Through the use of specific design elements such as quick cutting, double exposure, and delicate audio mixing, we were able to achieve the level of elevated horror that we set out to create.

It was also important to the studio that we reach the younger movie-going audiences, so we created social content that tapped into the popular zeitgeist and created engaging Instagram Stories that showed Annabelle at the film’s premiere in Los Angeles as well as Annabelle touring around the country.

Results

Overall, we were able to create social assets and Instagram Stories that spoke to horror audiences around the world and projected the idea of FOMO (fear of missing out) to make sure that fans viewed this movie as one to definitely not miss.

More Work

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