The Brief
Amazon Prime Video wanted to launch its spy series Mr. & Mrs. Smith with a disruptive stunt that would intrigue press and spark social buzz. An activation that felt as bold and unpredictable as the show itself.

The Final Product
I led the agency team responsible for all experiential efforts focused around the the creation of HiHi, a mysterious new Instagram account disguised as a covert recruiting tool. The account lured everyday people into applying for high-stakes “missions” inspired by the show. Hundreds engaged, but just two strangers made it through the rigorous vetting process. Their reward: slipping into an unmarked car where they were briefed on missions including an art heist at a real gallery opening, acting as decoys at an NBA game, and even staging an abduction at a high-profile comedy show. The campaign blurred the line between fiction and reality, pulling the two strangers into the world of espionage while fueling intrigue around the series. The final twist: the two women who made it through HiHi’s missions were surprised by star Donald Glover at the premiere, where they received gifts fit for top-secret spies, turning participants into living extensions of the show’s story.

The Results

• 1 billion+ social impressions

• 80+ press hits from outlets including USA Today, Complex, The Cut, Buzzfeed, and TMZ

• Mr. & Mrs. Smith premiered at #1 on Amazon Prime Video