Obsession turns creepy love notes into billboards you can text
Focus Features is promoting new horror film Obsession with an outdoor campaign that turns a love note into something far more unsettling.
Ahead of the film’s US cinema release on 15 May, the studio has launched billboards in Los Angeles and New York inviting people to text Nikki, a character played by Inde Navarette.
What begins as a sweet message – “I love you so so so much” – quickly develops into something more intense.
Signed “xo Nikki”, the first executions lean into romantic familiarity, asking passersby simply: “Text me?”
Later billboards shift the mood, with scribbled notes, crossed-out phrases and the repeated question: “Why haven’t you texted me?”
Passersby can text the number and receive progressively creepy messages from Nikki.
The campaign builds a public one-sided conversation that mirrors the film’s themes of desire, fixation and control.
The outdoor work appears in high-footfall locations in Los Angeles and New York City.
Directed by Curry Barker, Obsession follows a hopeless romantic who breaks the mysterious “One Wish Willow” to win his crush’s heart, only to discover that getting exactly what you want can come at a sinister price.
