SF STUDIOS: ÄKTA SKRÄCK
WHO IS SF STUDOS
SF Studios is a leading Nordic film company based in Sweden. They produce and distribute films and series and work with both new voices and well-known creators.
WHAT IS ÄKTA SKRACK
“Äkta Skräck” is a Swedish horror film from SF Studios. The story leans into quiet tension and atmosphere rather than big jump scares.
PROMOTE ÄKTA SKRÄCK
THE BRIEF
Our task as a team was simple: find a creative way to promote the new film Äkta Skräck.
THE PROCESS
We started by meeting with the SF Studios team to understand their brand and audience. After watching the film, we brainstormed early ideas based on what was trending in horror marketing.
Some ideas didn’t fit, so we went back to basics and studied what made campaigns like Smile and The Blair Witch Project successful. Those used simple but powerful storytelling to reach people.
That reflection helped us move toward something smaller and more mysterious.
THE IDEA: THE WHISPER
During a team brainstorm, someone suggested using a whisper.
Just one quiet word: “Äkta Skräck.”
We thought about how campaigns for Paranormal State and The Walking Dead once used whispers in public spaces to surprise people. We wanted to bring that feeling online.
The plan was to have micro-influencers quietly include the whisper of “Äkta Skräck” in their normal videos or posts. At first, viewers might not notice. Then they would react, and later understand it was part of the movie’s world.
WHAT I LEARNED
A whisper can be louder than a scream.
Good ideas don’t always need to be loud. Sometimes a quiet moment can get people’s attention in the most unexpected way.