Create a big, pre-trailer earnable press moment at the one month mark for Ari Aster and A24’s highly anticipated follow-up to Hereditary.

Identify a concept to thoroughly tease the mysterious project without giving too much away, while leaning into the film's unexpected Daymare [vs. Nightmare] of it all.

Amplify “festival” angle while delicately balancing the promise of pure evil and A24 sensibility — conquesting Coachella so successfully that the piece earned a copyright takedown request within the hour; successfully earning organic publicity while igniting Aster and A24's excitable following, stoking FOMO around those who missed it, and creating even more hype around the film.