Take the scare out of colon cancer screening.

In a new campaign for Cologuard, Voyager Director Grayson Whitehurst flips the script on horror tropes to encourage colon cancer screenings with humor and ease. Starring Matthew Lillard, best known for his iconic role in “Scream,” the campaign reframes fear of screenings, of aging and of the unknown, into something approachable and even funny. Edited by Sarah Jordan of Leap Year via Agency Blue Hour Studios, the spot highlights Exact Sciences' mission to empower people to take action on their health.

Opening with the dim lighting and familiar tension of a horror film, the spot follows Matthew home alone as he hears a knock at the door. With every creak and shadow building suspense, the reveal turns out to be nothing scary at all, just a delivery driver dropping off a Cologuard test. The playful twist reinforces the campaign's key message: horror movies may be scary, but avoiding colon cancer screening is scarier.

“We leaned into classic horror conventions, treating the camera as an active presence rather than a passive witness,” shares Grayson. “Movement and framing weren’t just about building suspense - they guided the audience through tension so the moment of levity landed even harder. By exaggerating every creak, shadow, and pause, the reveal of the Cologuard test flipped dread into humor. That rhythm between fear and relief, suspense and surprise, is what made directing this spot so rewarding.”

Through creeping shots, negative space and wide lenses to build tension throughout the home, DP Tom Banks and Grayson emphasized tonal contrast: cool, desaturated interiors that gradually give way to warm, inviting light as the delivery arrives, transforming unease into humor. Every element, from framing to post edits, was carefully refined by Sarah, who tuned the pacing, extended silences and tightened cuts to maximize suspense, letting the reveal land with precise timing and comedic impact.

“What made this edit so satisfying was following my instincts, leaning into moments that felt right and letting the timing guide the suspense,” says Sarah. “With both comedy and horror, timing is everything, so the smallest adjustment could completely shift the impact of the reveal.”