The social campaign for the fourth and final installment of the paranormal horror franchise, Insidious, needed to go deeper and darker than any of its predecessors. Sony Pictures brought on Tommy to create a sinister series, with a distinctly homespun feel, that could be communicated internationally.

Tommy’s approach was to craft a uniquely frightening backstory for Elise - the protagonist paranormal sleuth - starting with her childhood sketches from the 1950s through to journaled visions from her teenage years. The rationale was to develop a turnkey operation that evolved in parallel with Elise’s development over time.

Incorporating a back-to-basics approach, Tommy utilised a range of mixed-media techniques to provide content that felt authentic. Hand-drawn illustrations, inking, charcoal, watercolours and paper collage all provided the foundational elements for what was later photographed and manipulated digitally in the Tommy studio. The series was an expositional lead-in, however, to the true climactic activation: a digital 360 video.

To augment the social series, Tommy rounded out the campaign with a virtual 360 experience designed for Facebook and Youtube that recreated Elise's old family home. Modeled in its entirety from on set photography - and made complete with custom audio and objects - the user navigated down an ominous hallway, into the basement, and finally...the Further.

While the artistry of Elise’s artwork resonated globally, the virality of the campaign found its zenith in the 360 experience. Easily surpassing the 2.8 million view mark, generating countless shares and widespread international conversation. Dwell time of over 2 mins showed that the majority of people explored all elements of our creation.