Mission Impossible

When Paramount approached us to collaborate on the release of Mission: Impossible - Dead Reckoning Part Two, their original pitch was to create a dramatic “fuse” installation running through one of our venues. A fun idea in theory - but in practice, it wasn’t feasible without compromising the space. So, I pivoted. Instead of trying to force a single explosive moment, I looked at the bigger picture: how could we immerse our audience in the Mission: Impossible universe while showcasing the journey that makes Everyman unique?

I reimagined the concept from the ground up - threading iconic Mission: Impossible motifs (masks, misdirection, espionage) through the entire Everyman experience. From the moment you arrived outside, there were cinematic cues. The bar became a covert rendezvous point. The toilets? A tongue-in-cheek nod to the famous “mask removal” sequence. Inside the auditorium, we continued the narrative: agents ordering undercover, and food delivered straight to your seat via a pulley system.

The intention was simple: to build anticipation, nod to the nostalgia, and remind people why they love Mission: Impossible in the first place. To showcase what makes Everyman special. To give people a story to enjoy from the moment they walk through the door. And ultimately, to make you think: there’s only one place I want to see this movie.

The campaign film ran as both paid and organic social, and was included in our trailer reel for two weeks leading up to release, and one week after the release date. We worked closely with Paramount throughout - with final creative sign-off coming from Tom Cruise himself.

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