PARAMOUNT PICTURESSMILE 2

Each influencer is engaged in their own workout. Everything seems normal, until suddenly, the trailer of the film starts playing on the gym’s television. At that moment, something changes. The rhythm breaks, the lights dim, and one by one the protagonists begin to take on a disturbing and unnatural smile, inspired by the film’s iconic imagery. The tension rises, the smiles become unsettling… and in an instant, blood appears on the scene.

For the launch of the film Smile 2, we involved 10 influencers in a social action with a dark, disturbing, and memorable tone, directly inspired by the film’s trailer. In the content, each creator posted an Instagram story on the same day and at the same time, in which while working out or in an everyday context they are suddenly seized by an inexplicable impulse… and voluntarily smash a gym plate into their own face, surrealistically recreating the disturbing dynamic seen in the trailer.