Saw 10

ACCOMPLISHMENTS

A Saw campaign wouldn’t be complete without terror, and for Saw X, we set out to create an experience that was as unsettling as it was nostalgic. Our goal was to welcome audiences back into Jigsaw’s world in a way that honored the legacy of the franchise while bringing something fresh and unexpected.

We kicked things off with an intense countdown series, featuring the grotesque remains of Jigsaw’s latest victims—a direct homage to the iconic imagery of the early films. By incorporating “sensitive content warnings” that playfully broke the fourth wall, we leaned into the twisted psychology of Saw, making audiences feel like they were already part of the game before even stepping into the theater.

Sound design played a crucial role in amplifying the horror. The clanking of rusted chains, the muffled cries of victims, and the eerie hum of Jigsaw’s traps in motion created a sense of dread that seeped into every piece of content. This approach allowed us to push the boundaries of terror on digital platforms without relying on explicit gore—perfectly walking the fine line between suspense and social media guidelines.

And of course, Billy the Puppet made his triumphant return as the sinister face of the campaign. His presence in the creative not only triggered nostalgia for longtime fans but also reinforced Saw X’s return to the franchise’s brutal, mind-bending roots.

The results spoke for themselves. The campaign didn’t just engage existing fans—it reignited mainstream interest in the Saw franchise, bringing in a new generation of horror lovers. It was a massive success, earning both a Golden Clio Award and a Bronze Clio Award for its chilling and innovative execution.