AFTER DARK

Digital artwork of two female faces in profile, glowing with an orange hue, with flowing hair merging into a smoky background. The text 'ÄKTA SKRÄCK' is visible on the right side of the image.

The Business

SF Studios is a Swedish film studio. Äkta Skräck is a locally produced Swedish horror film released as part of the studio’s genre slate.

Context

The film relied on quiet tension rather than jump scares, requiring a promotional approach aligned with mood and tone.

My Role

I contributed research and concept development.

What I Did

  • Reviewed references from other horror film campaigns

  • Analyzed how tone and pacing were used in comparable promotions

  • Documented audience and tone considerations with the team

  • Identified quiet tension as a viable promotional angle

  • Developed the Whisper concept using micro-influencers

A woman with short, dark hair and makeup, wearing a silky, patterned blouse, is talking on a vintage telephone. She is looking into a window, and her reflection is visible on the glass. The scene appears to be inside a rustic wooden room with various items on the table in the foreground.

Result/Effect

Defined a campaign concept aligned with the film’s restrained tone and suitable for further development.