How do you reinvent an iconic franchise while convincing audiences to stop comparing it to the original?
Helped establish a fresh identity for mr. & mrs. smith, allowing audiences to appreciate the series on its own terms.
We supported the ideation and promotion of HiHi, a Mr. & Mrs. Smith-inspired stunt that turned the series’ mysterious mission system into a series of unexpected real-world moments designed to spark curiosity and conversation. From bizarre celebrity encounters to disruptive public scenarios, our work helped connect the activation back to the show and amplify the reveal across social.
We turned standout reviews for mr. & mrs. smith into a set of clean, character-driven social cards, pairing critic pull quotes with moments that capture the chemistry, action, and performances at the center of the series.
We turned Hihi’s mission briefs into the countdown itself. Across the Mr. & Mrs. Smith launch series, suspiciously capitalized letters hidden inside John and Jane’s increasingly questionable assignments quietly spell out ONE WEEK, TOMORROW, and WATCH NOW, rewarding anyone paying close enough attention before landing back in the world of the show.
Even assassins need reminders. For our Mr. & Mrs. Smith “Noted” series, we imagined the little messages John and Jane might leave around the house, blending everyday relationship logistics with the slightly more complicated reality of being married spies.
