Ask your doctor if Leverazopam is right for you.
A marketing campaign for a drug that doesn't exist, for a film that hasn't been shot yet.
Forum thread · Patient leaflet · Pharmacy listing · Corporate site · Case file
Problem
A no-budget horror short has no audience before it's shot, and a crowdfunding campaign needs one before launch. Trailers need footage. Ads need money.
Insight
Horror fans don't want to be told about a film; they want to find evidence of it. And pharma marketing is a format everyone already knows how to read: the patient forum, the leaflet, the fine print.
Idea
Market the drug, not the movie. Give Springwood Pharmaceuticals and Leverazopam a real-looking presence online, so the world of the film exists before a frame of it does.
The film is about a family that can't say the thing out loud, so the marketing doesn't either.
01
What's in the Package
Every piece is live at precautionsfilm.com
- 01The threadA forum post from a teenager asking what the pill his mom gives him every night actually is. The replies get worried.
- 02The patient leafletWritten in the calm voice of every insert you've ever thrown away.
- 03The pharmacy listingLeverazopam, listed as ordinarily as anything else on the shelf.
- 04Springwood PharmaceuticalsThe company behind it, with a corporate page to match.
- 05The patient file and the scriptThe shooting script, released in-world as a case file recovered from the patient's residence.
Open precautionsfilm.com →
Start with the thread.
02
How It Spreads
Nothing explains itself
The clues stay in the data. Nothing in the thread, the leaflet or the case file explains itself. The details reward anyone who checks them, and finding one is something to post about. That's how the campaign spreads.
Important safety information
Leverazopam and Springwood Pharmaceuticals are fictional. The campaign site discloses the fiction and credits the film.
Dom Claudio · domclaudio.com
Precautions · a short film by Dom Claudio