Yorgos Lanthimos’ latest mind-bending black comedy is almost here. But if you’re in New York or Los Angeles today, you might think it already arrived — and that you’ve stepped into it. A viral rollout for the sci-fi satire BUGONIA has taken over both cities, blurring fiction and reality.
The campaign launched in two waves from distributor Focus Features. First came convincingly realistic OOH billboards and placards for Auxolith, the film’s fictional tech company led by Michelle Fuller (played by Emma Stone). Then came the turn: those ads were visibly ‘defaced’ by the Human Resistance, accusing Fuller of being “Andromedan filth” and urging onlookers to join the movement.
Phase 1 — Auxolith looks real (on purpose)
From typography to taglines, the Auxolith creative mimics credible big-tech branding. The goal: establish an in-world corporation that feels native to the urban adscape — the perfect canvas for a narrative hijack.
Phase 2 — The Human Resistance ‘defaces’ the city
Overnight, Auxolith placements appeared scrawled with messages from the Human Resistance. The copy flips the script, calling out a supposed alien infiltration and recruiting passersby. The city becomes a storytelling surface — billboards, posters, and street furniture turned into plot devices.
ARG depth: a 90s-coded HQ on the open web
The resistance spreads online at HumanResistanceHQ.com, a gloriously Geocities-nostalgic site that outlines conspiracy ‘research’ and even surfaces legit UFO documentation — all to insist that Michelle Fuller is a secret alien.
Why this works as OOH
The two-step reveal turns OOH into a live narrative device: first credibility, then disruption. It rewards repeat exposure, invites UGC, and bridges offline/online with an ARG layer that feels tactile and fun — all before the film’s release on October 24, 2025.
TL;DR
- Set the world: Realistic Auxolith ads seeded the fiction in plain sight.
- Flip the world: Human Resistance ‘graffiti’ reframed the city as a battleground.
- Extend the world: A 90s web throwback (HumanResistanceHQ.com) deepened the lore.
BUGONIA hits theaters on October 24, 2025. Until then, keep an eye on your city’s billboards — and maybe your neighbors.
FAQs about this campaign
What is the BUGONIA viral campaign?
A two-phase OOH activation in NYC and LA: first, real-looking Auxolith ads; then, ‘defaced’ by the Human Resistance to expose a supposed alien conspiracy.
Who’s behind it?
Distributor Focus Features, promoting Yorgos Lanthimos’ sci-fi satire BUGONIA starring Emma Stone.
What’s with HumanResistanceHQ.com?
A retro 90s-coded site expanding the ARG: ‘research’, throwback web aesthetics, and claims that Auxolith’s CEO is an alien.
When does BUGONIA release?
Theatrical release is scheduled for October 24, 2025.
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