Mr. & Mrs. Smith
HiHi Social Experiment
To promote the Amazon Prime series Mr. & Mrs. Smith, we worked alongside Donald Glover and team to build a guerrilla campaign that turned the show’s themes of mystery, deception, and spy intrigue into a real world cultural experiment designed to spark conversation before the show premiered.
At the center was “HiHi” a cryptic online entity that recruited real people for covert missions across New York City without context, mirroring the show. Each mission was documented on HiHi’s Instagram. We orchestrated a series of unscripted stunts, sending unaware participants into moments like a courtside NBA stunt with Tyra Banks and furries, an art heist at Timothy Goodman’s exhibit, and a live comedy takeover during Mark Normand’s set, all designed to drive speculation and intrigue.
As conspiracy theories spread across TikTok, Reddit, Instagram, and X, and other major media outlets, the audience began piecing it together in real time. At peak buzz, Donald revealed the campaign by tagging HiHi and the show, posing the central question: what would you do for the life you have always wanted?
In ten days, the campaign generated over 995 million impressions and widespread media coverage proving the most effective way to engage an audience isn't to tell a story, but to let them experience it.
Role: Creative Director
