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Hatch Turns Doomscrolling Into a Horror Film to Sell Sleep
Goodnight Phone is a 2025 healthcare campaign by Hatch in which the sleep-wellness brand produced a 90-second faux horror-film trailer, starring Kiernan Shipka and Jacob Lumet Cannavale, to dramatise the destructive effect of nighttime smartphone scrolling on sleep quality across the United States.
Released in October 2025, the campaign centres on Hatch's Restore 3 sleep device, a product offering phone-free controls, customised light and audio settings, and a circadian-oriented sunrise alarm. The film deploys the visual grammar of mainstream horror — body horror sequences, doppelgängers, and a menacing smartphone presence — to render doomscrolling as something literally monstrous. Director Meredith Alloway frames the feed not as a passive distraction but as an active predator invading the bedroom, a creative choice that separates Goodnight Phone from conventional wellness advertising in the health industry.
The campaign ran online and in selected AMC and Cinemark theatres in New York City, New Jersey, and Los Angeles, with theatrical placement beginning October 13, 2025, as reported by News Designrush. Audiences encountered the trailer before PG-13 and R-rated films, embedding a healthcare message inside a cultural context that amplifies its horror aesthetic. A dedicated campaign hub at goodnightphonethefilm.com directed viewers toward the Restore 3, channelling theatrical intrigue into measurable commercial intent. Clapboard scores Goodnight Phone 73 out of 100, recognising its strong conceptual originality and production ambition against a backdrop of modest but growing audience engagement in the United States market.
Hatch identified a cultural pressure point that extends well beyond the sleep-tech category. The strategic premise is direct: smartphones, and specifically the infinite scroll of social media feeds, have become the primary structural threat to restorative sleep for adults in the United States. Rather than positioning the Restore 3 against hardware competitors, Hatch positioned it against a behaviour.
That behavioural insight lands inside a demonstrably large market. The global sleep-technology market is estimated at approximately $23.05 billion in 2025, growing at a compound annual rate of around 13.8 percent through 2033, according to thebusinessresearchcompany.com. In the United States, where digital device usage before bed is pervasive, the strategic case for a device that physically removes the phone from the sleep routine is structurally sound. Sleep-technology competitors such as Amazon's Halo Rise and Google Nest Hub's sleep-sensing features have staked positions in the ambient monitoring space, while Calm and Headspace compete for the audio-guided sleep audience. Hatch's Restore 3 occupies a distinct position as a standalone bedside device that replaces the smartphone entirely rather than supplementing it.
Rinee Shah, who served as Executive Creative Director at Hatch, articulated the strategy with clarity. As reported by musebyclios.com, Shah stated the campaign aimed to challenge the norm of using phones in bed, taking the concept to an extreme to illustrate what she called the dangers and horrors that arise from doomscrolling. Shah described the team as having, in her words, cranked it up to 100. That escalation is itself a strategic signal: in a health industry category crowded with soft pastel reassurance, Goodnight Phone chose alarm over comfort as its persuasive register.
Meredith Alloway directed Goodnight Phone with a command of horror-film conventions that gives the campaign its distinctive identity. The 90-second trailer format is not an approximation of the genre — it is a precise execution of it, complete with tension-building cuts, a performance register borrowed from psychological horror, and visual conceits including body horror imagery and a doppelgänger motif that literalises the dissociation that feed addiction produces in its users.
Kiernan Shipka carries the lead role with the genre fluency the campaign demands. Shipka, known to audiences from productions including Chilling Adventures of Sabrina, brings an established horror-adjacent screen presence that makes the casting feel earned rather than opportunistic, as noted by people.com. Jacob Lumet Cannavale appears in a co-starring role that deepens the film's interpersonal stakes, suggesting that the phone's intrusion into sleep is also an intrusion into human connection. Together the cast elevates what could have been a branded vignette into something that functions as a piece of short-form cinema.
The production schedule was approximately three and a half weeks, according to rineeshah.com — a compressed timeline for a campaign of this visual ambition. The faux-trailer format required Alloway and the production team to communicate a full narrative arc within 90 seconds while maintaining the credibility of the horror genre. Theatrical placement before PG-13 and R-rated films in New York City, New Jersey, and Los Angeles, as reported by news.designrush.com, was not incidental to the creative strategy: it placed the work inside an exhibition context where audiences are already primed for trailers, making the genre fiction briefly indistinguishable from the real thing. That moment of uncertainty — before the Hatch brand resolves the illusion — is the campaign's sharpest creative instrument.
Goodnight Phone recorded more than 44,000 views and 357 likes on its official trailer, figures drawn from platform data cited in Clapboard's campaign record. No independently verified performance data covering conversion rates, Restore 3 sales uplift, or paid media reach for the Goodnight Phone campaign is publicly available at the time of writing.
What the structural evidence does support is a campaign built for compounding exposure. Theatrical placement in AMC and Cinemark venues across New York City, New Jersey, and Los Angeles, as reported by news.designrush.com, created a premium first-encounter context that online-only distribution cannot replicate. An audience seated in a darkened cinema, expecting a trailer, is in precisely the psychological state Goodnight Phone is designed to disturb. That placement decision is both a media strategy and a creative amplifier.
Hatch's decision to produce a campaign for the health industry that leans into discomfort rather than reassurance is a structural differentiator. As reported by marketingdive.com, the January 2025 Restore 3 launch campaign, titled Goodnight Phone, Hello Sleep, had already established the brand's willingness to name the phone as the antagonist. The October 2025 horror-trailer iteration escalates that commitment into a form that generates cultural conversation independent of paid distribution. The campaign's narrative approach — casting a recognisable actor in Kiernan Shipka, securing a filmmaker in Meredith Alloway with a distinct visual voice, and deploying a genre framework immediately legible to adult audiences in the United States — creates the conditions for organic reach that straightforward product advertising does not. Clapboard scores the campaign 73 out of 100.
Goodnight Phone is a 90-second faux horror-film trailer produced by Hatch in 2025. It stars Kiernan Shipka and Jacob Lumet Cannavale and dramatises the harm of bedtime doomscrolling. The campaign promotes the Restore 3 sleep device and ran online and in selected US theatres from October 2025, directed by Meredith Alloway.
Kiernan Shipka leads the cast of Goodnight Phone. Jacob Lumet Cannavale co-stars. Shipka's prior screen presence in horror-adjacent projects made the casting a deliberate creative choice, lending the trailer genre credibility that supports Hatch's strategy of framing smartphone feed addiction as a genuine threat to sleep health.
Meredith Alloway directed Goodnight Phone. Production was completed in approximately three and a half weeks, according to rineeshah.com. Alloway's direction deploys horror-genre conventions — body horror, doppelgängers, and tense cutting — to make the experience of doomscrolling feel viscerally threatening rather than abstractly unhealthy.
Hatch screened Goodnight Phone in selected AMC and Cinemark theatres in New York City, New Jersey, and Los Angeles. Theatrical placement began October 13, 2025, as reported by news.designrush.com. The trailer ran before PG-13 and R-rated films, placing it in front of audiences already conditioned to receive the faux-trailer format as authentic.
Goodnight Phone promotes the Hatch Restore 3 sleep device. The Restore 3 offers phone-free controls, customisable light and audio settings, and a circadian-oriented sunrise alarm. Hatch launched the Restore 3 earlier in 2025, with the Goodnight Phone horror trailer serving as the campaign's most prominent creative expression of the product's core promise.
Clapboard scores Goodnight Phone 73 out of 100. The score reflects strong conceptual originality and production craft in a health industry category where most campaigns default to reassurance. The theatrical distribution strategy and the casting of Kiernan Shipka are identified as structural strengths that extend the campaign's reach beyond standard healthcare advertising.
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