Melissa McCarthy stars alongside a cast of foul-mouthed puppets in The Happytime Murders, a no-holds-barred comedy that pushed the boundaries of what audiences expect from a buddy cop film. STX Entertainment brought us on to lead the social rollout, building a campaign that leaned into the film’s wild tone and unapologetically adult humor.
We created a slate of custom content that included scripted puppet skits, shock-value social edits, and viral ticketing stunts that made even buying a seat part of the comedy. From Facebook and Instagram to X, YouTube, Snapchat, and TV, the content was platform-native, fast-moving, and engineered for shareability. The puppets didn’t just promote the film, they became a viral force of their own.
The campaign helped flip the narrative. Initial reactions of “this is ridiculous” gave way to “this is hilarious” as fans began to embrace the absurdity. Millions of views later, The Happytime Murders went from internet punchline to must-watch comedy, thanks to a campaign that knew exactly how to speak its language.
—
Role: Live Action Director + Designer + Animator + Creative Director
Client: STX Entertainment
