Creator Braeden Days, masked, interviewed on Hollywood Boulevard outside the TCL Chinese Theatre
LookAgain.la, the campaign site where players registered, followed the clues and tracked the hunt live
Braeden Days, masked and carrying the silver case, with players in Hollywood
The crowd of about 1,000 on Hollywood Boulevard outside the TCL Chinese Theatre
Trailer for The Man With the Silver Case, Colin Best's black-and-white noir, where the hunt's first clue was hidden
Description
What do you do when you've made a black-and-white noir with no studio and no ad budget? You hide $25,000 in it and turn Los Angeles into the game board.
The first clue to What's In The Silver Case? lived inside the film itself, hidden in a single scene. The only way in was to actually watch the movie. Crack it, register at LookAgain.la, and the riddles kept coming, each one pointing to a real place in Los Angeles: a park, a courier carrying the case and, at the end of the trail, a hotel room where the silver case was waiting. Players tracked the hunt live on the site's Feed as each stage filled up.
Then the game spilled into the streets. A courier handcuffed to a silver case roamed the streets with three men in black suits, handing out 4,000 calling cards. Creator Braeden Days turned himself into a live target: find him, tag him, win. About 700 people stormed the Santa Monica Pier to chase him. The next day, about 1,000 packed Hollywood Boulevard outside the TCL Chinese Theatre.
It all ended with an in-person finale on Oct 28, when two players walked away with the $25,000.
No ad buy. The creators were the media plan.
RESULTS
• ~70 million campaign views
• 28 creators with more than 35 million combined followers across platforms
• 60,000+ website visitors and 5,600+ registrations
• 14,000 new Instagram followers
• 140,000+ film views on Prime Video and Tubi
• 4,000 calling cards handed out by hand
• Crowds of about 700 and 1,000 at two LA landmarks
CREATORS AND STREAMERS
• Braeden Days (lead creator)
• Philip DeFranco
• Alex Pearlman
• Dr Pepper Man
• Jinx Ultra Violet
• Lucky Card Erik
• Streamers JasonTheWeen, Stable Ronaldo, Arky and Ripyz
PRESS
• Press Release #1 picked up by AP News and 325+ sites
• Reviews and features in Film Threat, Screen Critix, IndyRed, INFLUX (review and Q&A with Colin Best), Take 2 Indie Review, The Reviews Hub, 1883 and BroadwayWorld
This professional campaign titled 'What's In The Silver Case?' was published in United States in October, 2026. It was created for the brand: The Man With the Silver Case, by ad agency: DSo Consulting. This Digital, Experiential, and Integrated media campaign is related to the Movies industry and contains no media assets. It was submitted less than a minute ago.
Credits
Agency: DSo Consulting
David Soltani, Managing Partner
Lauren Velez, Operations Associate
Client / Producer: The Man With the Silver Case
Colin Best, Writer-Director
Design and Campaign Assets: Kyle Noriheim
Field Production: Nik Shaw, Producer
PR: Thelemata, Zac Hunter
Talent: Braeden Days
Creator Partners: Philip DeFranco, Alex Pearlman, Dr Pepper Man, Jinx Ultra Violet, Lucky Card Erik
