At Hatch, our mission is to help people put down their phones and get better sleep with Restore 3, our smart sleep clock for adults. In 2025, we created a faux horror trailer called Goodnight, Phone, starring Kiernan Shipka, to dramatize the anxiety of nighttime doomscrolling. The trailer was convincingly real, with a cheeky ending that directed viewers toward Restore as the solution.
It resonated — perhaps too well. A subset of Christian TikTokers accused us of being demonic, inadvertently sending the trailer viral and generating hundreds of comments and response TikToks defending our brand.
Role: Executive Creative Director
Press for Goodnight, Phone:
AdAge
The Hollywood Reporter
People
Entertainment Tonight
Muse by Clios
CampaignLive
Breaking & Entering
Bloody Disgusting
:90 Trailer that played in-theaters
Hatch: Goodnight, Phone — #DemonTok Response
The work took on a second life when we wrote a real-time response post on Instagram and TikTok, inviting anyone "unsatisfied with their device in any way — including if you suspect a tiny demon talking to you" to send it back for a chance to give someone else a RePOSSESSED Hatch. People could also comment "REPOSSESS ME!" to win one, and the internet ran with it.
Leading up to Halloween weekend, hundreds of people made response TikToks riffing on the idea of a demonic sound machine and demanding a limited-edition RePOSSESSED device. The 30-second trailer earned 5 million additional organic views, introducing Hatch to an entirely new audience — and landing the original message that our devices help combat doomscrolling.
Press for #demontok Response:
Wired
Rolling Stone
Slate
Awards:
The Webby Awards - Viral Marketing (Nominee)
The One Show - Best Use of TikTok (Merit Award)
After extreme Christian TikTokers started going viral for declaring our brand to be demonic, we quickly responded on IG and TikTok. The response itself instantly went viral and we came a trending TikTok topic.
Results:
- 130M earned media impressions
- + 5M organic views of trailer
- 610k views on TikTok
- 11k comments of “Repossess me”
- 859k searches for “Hatch Alarm Clock Ad”
