To launch Mr. & Mrs. Smith, we leaned into the spirit of the show itself—dangerous, playful, and a little unhinged. We created HiHi, an Instagram account inspired by the show’s mysterious handler, a character who communicates through cryptic messages and sends Donald Glover and Maya Erskine on high-stakes missions for money.
Using HiHi as the conduit, we designed a series of real-world stunts and missions, blurring the line between marketing and the show’s universe. Taking cues directly from the series, we sent people into bold, unexpected situations—turning the audience into participants and making the launch feel like a live operation rather than a traditional campaign.
We launched a series of real-world missions across New York City, timed to the Mr. & Mrs. Smith premiere. The first assignment: steal a pair of custom sneakers from a Timothy Goodman art opening. Knowing the room would be filled with influential guests, we designed the stunt so the moment spread organically—captured on phones, shared in real time, and amplified across massive followings, all without the audience realizing they were part of the campaign.
The second mission sent two brave agents courtside at a Brooklyn Nets game at Barclays Center, seated directly next to Tyra Banks. Dressed in oversized, fluffy costumes, they quietly interacted with her until the situation became too much—and the fluffies were swiftly escorted out of the arena.
The third mission escalated things even further: stand-up comic Mark Normand was “abducted” mid-set—pulled straight from the stage and disappearing without explanation, leaving the audience to wonder what they had just witnessed.
Working with Donald Glover and the Mr. & Mrs. Smith team was an absolute highlight OF MY CAREER. Donald is one of the most creative, curious, and fearless collaborators I’ve ever worked with—sharp, instinctive, and genuinely excited by bold ideas. He embraced our CRAZY concepts, even pushing us toward a few that ultimately couldn’t happen for legal reasons (which says everything about his appetite for risk).
The campaign landed exactly where we hoped it would—sparking intrigue, conversation, and a sense of chaos that mirrored the show itself. Most importantly, it got people genuinely excited and frothing to watch Mr. & Mrs. Smith on Amazon Prime.
