For the launch of SAW VII, our challenge was to take 'another SAW movie' and generate real excitement around the launch of the film. With only few weeks from the briefing to the launch of the film, our approach was to amplify a micro activation virally and use social media to fuel ongoing word of mouth ahead of the launch date to get the target audience telling their own SAW story. Turning a branded photo booth into a surprise moment of terror moviegoers were given an opportunity to hop into the blackened photo booth to what the film's trailer. Once inside the booth the trailer was screened, followed by a photo opportunity. To the absolute surprise of the participants the horrifying figure of Jigsaw emerged from a secret curtain, just as the photo was about to be taken. With a cameraman on hand, our viral video was pulled together and spread across the globe.