It Lives is a horror concept exploring the seven deadly sins through mirror-based possession. The project centers on a shape-shifting entity that moves between people, revealing hidden inner corruption and exposing the darker aspects of identity. Inspired by cult horror and Freud’s idea of the id, the concept focuses on what cannot be seen but inevitably surfaces, turning internal flaws into something external and threatening.

The outcome is a cohesive campaign built around a teaser trailer, supported by branding, posters, merchandise, and augmented reality elements. Each component reinforces the central idea, creating a unified visual language across formats. Mirrors act as the core device throughout, symbolizing reflection, identity, and the inescapability of one’s flaws, while also serving as a recurring trigger for possession and transformation.

(ID) Monster Movie Teaser Trailer

What you see isn’t always there!