To introduce Sinners, Ryan Coogler’s mystic, music-driven vision, we needed to pull fans into a world of mystery, sound, and story before they even stepped into the theater. The goal was to seed breadcrumbs that would ignite curiosity around the film’s narrative, while also highlighting the artistic collaboration between Coogler and composer Ludwig Göransson. Using Ludwig’s music-savvy following as our entry point, we dropped an original soundpack on his social channels inviting fans and producers to remix sounds created in-studio for the film. The download portal doubled as an immersive gateway, where fans could buy tickets and “Enter the Juke Joint,” unlocking a hidden Spotify experience filled with unreleased tracks, lore, and character backstory. The campaign ignited organic buzz across social and Reddit music communities, amplifying word-of-mouth. As fans decoded layers of content, they deepened their connection to the film’s characters and mythology.