David Badounts is a Creative Director for major brands.
Antebellum is a genre-bending psychological thriller from the producers of Get Out and Us, starring Janelle Monáe as a woman trapped in a horrifying reality that forces her to confront a twisted and deeply layered truth.
Our campaign tapped into the film’s eerie, time-bending premise with character-first storytelling across social, transforming the Instagram feed into a tense, visually fragmented narrative that unraveled as release approached. We leaned into Janelle Monáe’s cultural impact and fanbase, placing her at the center of custom content, teaser drops, and editorial moments that drove conversation and visibility. Hidden chatbots sent cryptic messages to curious followers, inviting them deeper into the mystery.
On the theatrical side, we amped up the tension with rotating billboards that revealed secret messages, glitch-filled microsites, and a limited-edition vinyl and cassette tape release of the haunting original score. A striking poster launch and gripping trailer rollout tied it all together, creating an integrated campaign that blurred the lines between story and reality.
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Role: Social Strategist + Creative Director
Client: Lionsgate