The Bad Guys 2
Universal · Organic Social Campaign & Post Copy

Fun fact: the real great white shark footage in this Shark Week Misdirect piece came from my own great white shark cage diving trip. Bet you can't guess who my favorite Bad Guys character is.

The original Bad Guys campaign built a massive audience, so the challenge wasn't to repeat the formula. It was to escalate it with the Ultimate Zeit-heist.

We leaned hard into pop culture with reactive content built for sharing: faux LinkedIn profiles, Shark Week crossovers, Mission Impossible-style stunt spoofs, Jurassic misdirects, and meme-forward character content ready to take a fresh bite out of the summer box office.