Hawthorne

Even a world-famous, three Michelin star restaurant needs a digital presence. Even when, for its final seating, the chef plans to kill every guest, his staff, and himself. To build anticipation for "The Menu," we launched a teaser campaign ahead of the trailer that brought Hawthorne, the film’s elusive, world-renowned restaurant, into the real world. For two weeks, Hawthorne became the reservation everyone wanted and no one could get. We built a fully realized ecosystem around it: a reservations site that was perpetually booked, an unsettlingly refined promo film, placements across top culinary platforms, and polished profiles on Resy, Yelp, and beyond. The response was undeniable. The campaign generated over 750K site visits in two weeks, with “reservations” fully booked within minutes of each release. Social engagement outperformed benchmarks by 3.1x, while organic conversation drove a 40% lift in trailer awareness ahead of launch. Press pickup spanned major culture and food outlets, blurring the line between fiction and reality. Every detail was intentional. Every touchpoint believable. And the execution, flawless.