The Horror Started
on the Streets.
SAW: Escape Experience – PR Film & Live Stunt
Creative Director
Commissioned by JR Creative Group I led the concept and execution of a high-impact PR film and live citywide stunt to promote SAW: Escape Experience, Lionsgate and The X Co’s immersive horror attraction at Tower Bridge.
We unleashed Jigsaw’s chilling presence across central London. His puppet Billy and a haunting band of Followers appeared in high-traffic locations, London Bridge, Southbank, The Shard, creating eerie, unannounced encounters that stopped passers-by in their tracks.
The Activation.
This was a multi-platform pre-launch campaign built for share-ability and shock value. Live actors, cinematic framing, and location-specific interactions pulled real Londoners into the SAW universe, blurring the line between horror film and real life.
The final PR film blended candid public reactions with scripted moments, driving digital engagement while seeding dread for what awaited inside the attraction.
What I Delivered.
Creative direction and narrative concept for the campaign
Story structure and treatment for the PR film
On-site immersive design for live interactions across the city
Tone and world-building aligned with SAW IP and fan expectations
Collaboration with filmmakers, producers, and actors to ensure consistency across live and filmed content
Why It Worked.
Generated organic buzz online and offline
Delivered a brand experience that lived beyond the venue
Used live horror performance to build anticipation
Set the emotional tone for SAW: Escape Experience before launch
