The Lexlab Longlegs campaign has delivered impressive results for the Nicolas Cage indie horror film, helping it reach $60 million at the global box office. Designed and executed by Melbourne’s Lexlab in partnership with Rialto Distribution, the campaign strategically combined data-led targeting with platform-specific creative to drive pre-release awareness and opening-weekend performance.

This three-phase approach—pre-awareness, pre-release, and release—used digital channels including BVOD, SVOD, YouTube, Meta, TikTok, and programmatic display. Each channel featured customised trailers aligned with platform behaviour, while targeting focused on horror fans, in-market audiences and Lexlab’s own database of moviegoers.

The result was a $2 million opening weekend and a long tail that led to $60 million worldwide. The Lexlab Longlegs campaign stood out in a crowded release window dominated by studio blockbusters, proving that smart, targeted media buying can level the playing field.

Lexlab founder Alfie Lagos attributed the success to deep collaboration with creative partners and a full-funnel digital execution. He noted the importance of using data to place the film in front of the right viewers, at the right time, on the right device.

This campaign continues Lexlab’s strong track record in film marketing, following successes with releases like Honest Thief, which reached #1 at the Australian box office. Established in 2018, the agency specialises in simplifying paid digital advertising and delivering results through strategic media and creative alignment.

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