Gushers Fruithead Activation

IRL partnered with Gushers to bring the release of their new short horror film FruitHead starring Bradley Whitford to life in the streets of the East Village. We identified and secured the perfect location with ideal audience and copious natural foot traffic. We fabricated a massive “day-to-night” wall installation that glowed ominously as dusk fell—with lights, subtle fog, and ambient music. 

Over 800 oranges were custom-branded with eerie smiley faces and QR codes, directing curious passersby to the film. We cast a perfectly creepy actor styled to mirror the film’s antagonist, who interacted with visitors creating moments of surprise and delight (and a few scares)

The event flowed seamlessly from install to load out, with details carefully considered to make the activation feel fresh for many hours. To date, the FruitHead film has been viewed over 650,000 times, with noticeable viewership spikes following the event—an unsettling fusion of horror, humor, and hype brought to life.