To promote NEON’s horror film Together, we set out to create a campaign as unsettling and unconventional as the movie itself. Starring real-life married couple Dave Franco and Alison Brie, who also serve as producers, the film explores the dark side of codependent relationships.
With talent fully onboard and “nothing off the table,” our goal was to spark conversation and intrigue without relying on traditional horror marketing. Instead, we aimed to blur the line between reality and performance, making audiences question what they were watching before realizing it was a promotion at all.
We had Dave and Allison exhibit disturbing codependent behavior in real life. These moments were captured by iPhone and designed to feel like accidental, voyeuristic UGC videos. Dave and Alison leaned all the way in: clipping each other’s toenails in public, drinking sweat wrung from a workout towel, and sharing a single ice cream cone in public. The behavior was intentionally intimate and slightly disturbing, reflecting the film’s themes of obsessive closeness. Captions like “freaky ahh couple” and “I love whatever is wrong with them” mirrored how the internet talks.
Rather than post from official channels, we seeded the clips to major pop culture pages as if they were captured by random bystanders, never explicitly mentioning the film.
The reaction was polarized—some amused, others repulsed, and a few suspicious it was a stunt. That tension fueled speculation and viral conversation.
The campaign generated:
Additionally, the stunt sparked organic press coverage across major outlets including Page Six, Just Jared, Daily Mail, OK! Magazine, Complex, and E! News to name a few, all without a traditional media push.
By weaponizing discomfort and authenticity, we transformed a horror promotion into a cultural moment that audiences couldn’t ignore.
