This campaign was built to go stealth-first. Instead of leading with a reveal, we seeded short-form content that felt native to TikTok, X, and reels. It sparked curiosity and earned shares long before audiences realized it was tied to a larger release.
Key tactics included:
Humor-first short-form content seeded across TikTok, X, and Instagram Reels
Stealth rollout timing designed to trigger shares before the film was revealed
Carefully curated creator activations that embraced the film’s satire
A tone that felt accidental, absurd, and highly shareable
No reliance on paid traffic—virality had to be earned, one reaction at a time
The content was engineered to raise eyebrows, invite reactions, and spark debate—without ever feeling like traditional marketing.
We leaned on creators with sharp humor and sharp minds—voices who could craft content just as provocative as the film itself. These creators didn’t just promote Am I Racist?—they shaped the conversation. Within days, clips flooded TikTok and X. People didn’t know if it was real, satire, or a prank. It was shared in group chats, stitched by creators across the political spectrum, and even mocked by the very audiences it satirized. Am I Racist? didn’t just go viral—it became a phenomenon. One that blurred the line between internet chaos and cultural commentary.
Case Studies
