This work was created specifically for theatergoers. In an effort to reach and develop new audiences for AT&T, media was bought with National CineMedia that put 90-second branded content in theaters prior to almost every movie that was released in 2018. The opening genre, “rom-com,” is short for “romantic comedy,” a popular, heartwarming genre in the states.

The director had to credibly drop the audience into a specific genre, by using recognizable tropes, yet without lampooning it. We needed viewers to fully embrace the rom-com portion of the spot, before confusing and ultimately delighting them with a complete genre flip to horror.