Amazon Studios x Gilga
Mr. & Mrs. Smith Season 1 Launch Campaign
We partnered w/ Donald Glover, leading Campaign Strategy and Creative Concepting, alongside a small, highly skilled team.
Our scope - to provide the OMNI Cultural Activation layer to drive energy, press and overall viewership, accompanying Amazon’s more traditional marketing tactics.
We honed in on the main theme of the show – relationships. While spy adventures, luxury living, foreign landscapes are on the forefront, we wanted to ground audiences in the fact that this show was truly about two people entering an arrangement for money, love, and adventure to gain a life they thought they wanted. All they had to do was execute high stakes missions as complete strangers. No big deal.
With the strategy set, we decided to anchor our concept around HiHi, the character that John/Jane report to in the show. We wanted to blur the lines of what was real vs performance, so we made HiHi a real service that paired random strangers and sent them on culturally disruptive missions in exchange for rewards, companionship, and MAMS worthy adventures.
The result: hundreds of press write-ups of the events, thousands of conversations trying to figure out what was happening and a reveal that left everyone’s jaws dropped.
Mission 1
We staged an art show with artist, Timothy Goodman, planted influencers throughout and orchestrated a black out.
Once the lights went out, the “contestants” were tasked to break one of the glass cases, and steal the pair of customized shoes that were on display and escape.
Mission 2
Attend a Knicks vs Nets game and put on the furry costumes hidden in their bags. Once seated court side, the contestants were surprised to have Tyra Banks sitting between them.
Their task was to create a spectacle and obstruct Tyra’s view of the game eventually resulting in being escorted out by security.
Mission 3
Attend a Mark Normand stand up show. Just as Mark was getting started, the contestants were tasked to stage Mark’s abduction, leaving the crowd bewildered, as they stormed to the getaway car.