For the release of Bugonia, Focus Features turned outdoor advertising into a conspiracy hiding in plain sight. Emma Stone first appeared as the CEO of fictional pharmaceutical company Auxolith across billboards in New York and Los Angeles. Then, seemingly overnight, the Human Resistance took over, vandalising the campaign with warnings that its CEO wasn’t what she seemed. The story spread beyond the billboards through fictional websites, social profiles and online communities, blurring the line between advertising and the world of the film. A campaign built like Bugonia itself: establish reality, introduce doubt, let the conspiracy spread, then reveal the truth.