A24 has tackled just about every subgenre of horror, but Death of a Unicorn marked their first-ever creature feature. We knew to get fans excited for this film, we needed give the unicorns the big reveal they deserved. So we set out to change the public perception from gentle mythical creatures to bloodthirsty killing machines.
DEATH OF A UNICORN
SOUNDS OF NATURE
We balanced horror, comedy, and disturbing unicorn facts to get fans excited about finally coming face to face with their new worst nightmare. First, we showed up at SXSW with in-world Leopold Labs character posters, touting the many pharmaceutical benefits of ingesting unicorn horn. Then, we set the unicorns loose on social.
SXSW
We used the unicorn skeleton render from the film as a foundation for an 3D-intensive motion asset that touted “the ultimate cure” was coming to SXSW, officially announcing the premiere event to fans. The brave souls who came to the screening for their own close encounter walked away with a gorey reminder.
UNICORN FACTS
The irreverence continued on socials as we played into the mythology with little-known unicorn facts.
OCEARCH
And we kept the public safe with an Osearch partnership that tracked the exact location of the monsters. So the next time you’re taking a walk in the woods and you hear hooves in the distance… run.
ECD: Nathan Carver
ACD/CW: Sammi Chancey, Evelyn Danciger
Design Director: Hleb Marholin
Designer: Cody Remillard
Motion: Christian Korpi
Editors: Annette Rainey, Tom Vail, Zac Castellano
Agency: Watson Design Group
Credits