Halloween Horror Nights 30: Never Go Alone
A milestone anniversary campaign for one of Universal Orlando Resort's signature events — produced across broadcast, photography, social, and long-form film, against the backdrop of a global pandemic, culminating in six major advertising awards.
Give HHN30 fans something more to sink their teeth into.
Halloween Horror Nights is a world premiere event for Universal Orlando Resort — haunted houses, scare zones, and live entertainment at the scale only a global theme park can produce. PaintBox Labs was commissioned to work with Popcorn, Universal Orlando Resort's in-house creative marketing group, to co-produce and film the 2020 national TV campaign commemorating the event's 30th anniversary.
For a milestone year, Universal wanted more than a broadcast commercial. We introduced the idea of bringing on an award-winning horror photographer to capture highly conceptual, art-directed photos around the “Trapped” talent and elaborate set design built by Beyond Fear's horror immersive experience team, specifically for the production. This allowed a single integrated shoot to produce broadcast commercials, social content, mobile, web, print, and outdoor — all with the same cinematic craft standard.
Then the pandemic arrived. Universal utilized the assets in 2021 with added elements, including a two-minute short film called “Trapped” that revealed what Jack the Clown — Universal's infamous original icon — does to those foolish enough to attend the event alone.
A scary good content program with even better results.
The campaign helped the theme parks net record-breaking ticket sales and earned six major advertising awards across national, district, and Orlando markets — spanning photography, long-form video, and cross-platform integrated recognition.
Work produced by PaintBox Labs in co-production with Popcorn, Universal Orlando Resort's in-house creative marketing group. PaintBox Labs is converting into Dream Builders, Inc. through statutory Delaware conversion — the operating history and client relationships documented here continue into Dream Builders.