Overview
Client: Paramount Pictures × Everyman
Role: Art Direction, Experiential Concept
Year: 2025
Scope: Venue takeover, campaign film, social, in-cinema experience
Role: Art Direction, Experiential Concept
Year: 2025
Scope: Venue takeover, campaign film, social, in-cinema experience
Outcome
A fully immersive venue experience approved by Paramount and personally signed off by Tom Cruise.
The Brief
Paramount approached Everyman to collaborate on the release of Mission: Impossible – Dead Reckoning. The initial idea centred on a dramatic “fuse” installation running through the venue - impactful in theory, but impractical without disrupting the space and guest experience.
The challenge was to deliver scale and spectacle without compromise.
The Idea
Rather than forcing a single moment, I reframed the concept around the full Everyman journey. The campaign became a narrative takeover - threading iconic Mission: Impossible motifs through every touchpoint, from arrival to auditorium.
Espionage, misdirection, and disguise shaped the experience. The venue itself became the mission.
The Work
A campaign film captured the experience, running across paid and organic social and within Everyman’s trailer reel before and after release.
The Impact
The takeover built anticipation, tapped into franchise nostalgia, and showcased what makes Everyman distinct - service, storytelling, and experience working together. The work was developed in close collaboration with Paramount, with final creative sign-off from Tom Cruise. The result positioned Everyman as the place to see Mission: Impossible - not just watch it.