✦ Don’t worry, you won’t feel a thing. ✦

Yorgos Lanthimos is the master of more-than-slightly-absurd allegories told with dry humor, and The Killing of the Sacred Deer is no exception. In it, a surgeon faces cosmic retribution for the death of a patient, in the form of a mysterious boy who appears and presents him with the only way he can balance the scales: choose a member of his family to kill or watch as one by one they each get paralyzed, bleed out of their eyes and die. But don’t worry, it’s funny! (No, seriously.)

Our campaign lived in this uncomfortable space between tragedy and comedy, teasing the dark elements of the parable with a wry tone that let fans know it’s okay to laugh.

The site we created for the film tapped into a behavior we’re all too familiar with—it’s 3 a.m. and you don’t feel well, so you head to the internet to find out what’s wrong. But everyone knows you should never Google your symptoms…you’re always going to find out you’re dying. Unfortunately the results from this site aren’t going to be any better. They’re only going to reveal that you’re already dead inside.

Whatiswrongwithme.doctor channeled the film’s dark humor in a bait-and-switch symptom checker that was actually trying to get at something much deeper. Use a body diagram to point to where it hurts before checking boxes to select the symptoms you’re experiencing. The results gave you a psychological diagnosis, in the form of a painfully honest assessment of your character. Fans then had the option of sharing the diagnosis on social, a little dose of reality for all the #blessed.

On social, we teased the film’s story with unsettling pieces designed to make the viewer feel uneasy—something was always a little off, from bizarre quotes taken out of context to images that bleed and blur.