Capitalizing on the unique intersection of marriage, secrecy, and espionage in Prime Video’s mr. & mrs. smith, we identified a compelling social opportunity. Through tailored concepting, we leaned into this central tension to give everyday relationship themes an edge of danger.
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.
Our creative strategy was driven by the relatable, intimate relationship dynamics paired with espionage-fueled tension. We also wanted to leverage the show’s humor and tap into the talent to balance its heavier, high-stakes themes.
We treated the teaser announcement like a Save the date. The static featured a closeup portrait of Jane and John, wedding details, alongside a bloody knife, subtly showcasing the show’s mix of commitment and danger clear before audiences saw more. The wedding invite format also established a tactile, slightly off-kilter visual approach which mimicked the two main character’s relationship.
By placing LEGO VFX creator Trevor Carlee’s recreation side-by-side with original show footage, this influencer collaboration highlights a scene bridging domestic awkwardness and high-stakes double lives. The side-by-side presentation allowed fans to enjoy the scene’s deadpan humor once again while appreciating the fine details of the remake.
We created content from red carpet talent interviews captured at the series premiere that operated as an easy series entry point on social. These pieces highlight fun, show related questions including the cast’s favorite spy films, the best and worst pickup lines they’ve ever heard, as a playful nod to the double lives our characters lead.
Dedicated to Max the Cat, everyone’s favorite agent in the series, these assets featured a variety of themed pieces, including reconnaissance-style Cat Cam videos that paired BTS footage with cat-mounted GoPro capture. It also included a cheeky, faux “in memoriam” tribute to our beloved fallen hero, along with a complementary PSA-style graphic, both reassuring the audience of the cat’s safety and well-being throughout production.
By transforming fan reactions and critical praise into social creative, we maintained a feel native to mr. & mrs. smith. Praise for the cast’s performance and chemistry was paired with tense, intimate moments from the series. Additionally, a fan response edit layered online commentary over personal character beats to evoke an in-world aesthetic, ensuring social assets remained anchored to the show’s distinct tone.
This 9×16 social edit scrolls through X/Twitter replies and fan posts praising Mr. & Mrs. Smith, then intercuts those UI frames with intimate close-ups of the lead in bed and a companion yawning, ending on a simple title card reading WATCH NOW. We designed the sequence for mobile legibility — oversized tweet copy, angled laptop frictions, warm low-key interiors — so the social proof feels like part of the story world instead of a separate promo. The cut shows the creative tradeoff we leaned into: public chatter (the show’s reception) layered over small, private moments that read as character beats.
Leaning into the public chatter and the humor of the show, we created a piece highlighting how wrong the naysayers were. Creatively, for mobile legibility — oversized tweet copy, angled laptop frictions, warm low-key interiors — the piece feels like part of the story world instead of a separate promo.
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 TRAILER TOMORROW, ONE WEEK, TOMORROW, and WATCH NOW, rewarding anyone paying close enough attention.
Designed to deliver a native social feel while matching the campaign’s visual identity, this AV asset series uses the popular “How it started…” versus “How it’s going…” format. Each piece opens with a brief setup clip demonstrating where John and Jane began, followed by a punchline clip revealing how events derailed and strayed from the plan.
This asset series centers on a core question: “What’s the bigger risk?” By blurring these boundaries between John and Jane’s professional missions and personal relationship, the underlying tension drives the narrative, giving everyday domestic duties the same high-stakes weight as their primary objectives.
Even assassins need reminders. For our 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.
Our Script to Screen series elevates the standard format by highlighting modifications from the original script to the final production using live annotations. Rather than simply scrolling through the written text, viewers can observe where the cast began and how the scene evolved, adding an engaging BTS layer. Additionally, the visual design evokes a distinct John and Jane dynamic, appearing as though a couple were collaborating on a living document to complement the high-stakes relationship drama.
Bringing a blend of espionage and humor into the broader mr. & mrs. smith campaign, our Spy vs Spy series highlighted the tension between covert operations and married life. Here, we feature John and Jane competing over who was the superior spy, leveraging their petty rivalries and reactions to build a relatable connection native to social.
These AV assets placed audiences directly into the mission alongside John and Jane by drawing on in-world operational language. Combining episodic sequences with Hihi prompts, the pieces activate viewers’ inner spies to deliver an immersive, ride-along experience.
Our campaign memes worked as lighthearted, out-of-context commentary on the show’s intense dynamics, which complemented the broader social strategy and provided viewers with natural, platform endemic entry points.
Tying into the show’s uneasy, espionage driven romance, we developed a handful of Valentine’s Day assets for the campaign. “Have an Affair” invites audiences to get tangled up with John and Jane; “Romantic Beats to Listen To” features a lo-fi looping visualizer of the leads sharing dinner; and our Valentine’s Day cards combine comedic copy with distinct visuals to highlight the Smiths’ fragile yet dangerous domestic bond.
Our video quote cards tapped into key elements of the show as bite-sized campaign touch points perfect for social. The paranoia of a high-stakes relationship drama, humor driven couple banter during a mission, and questions that blur the line between marriage and mission all work in unison to draw viewers into the Smith’s world.
Rather than delivering a standard renewal update, we announced season 2 by immersing audiences directly back into the show’s world. Capitalizing on the unresolved tension between John and Jane, the announcement was ominously framed as a terminal-style directive from Hihi. This allowed the reveal to feel like an authentic, in-world prompt that effectively re-engaged viewers in the series’ distinct tone.
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.
