To promote the AGO's exclusive Canadian showing of "Guillermo del Toro: At Home with Monsters," a visually engaging campaign aimed to capture the filmmaker's creative genius. Research revealed fans craved insight into his imagination, particularly his gothic, horror, and sci-fi work. Iconic monsters like Hellboy and Pale Man were used to represent the untamable nature of inspiration. The unique exhibition required reaching both traditional and new audiences, which was achieved through creative media placements and niche ad formats.  Audience expectations were exceeded and del Toro’s show deemed to be a complete success.