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Kiernan Shipka is confronting a modern kind of horror—the endless cycle of late-night scrolling. 'The Chilling Adventures of Sabrina' and 'Totally Killer' star appears in Hatch's new campaign titled 'Goodnight, Phone'—a chillingly clever faux horror trailer that turns the all-too-familiar experience of doomscrolling into a cinematic nightmare.
Created by sleep wellness brand Hatch, the campaign is part of the company’s ongoing effort to promote healthier sleep habits. Directed by Meredith Alloway, 'Goodnight, Phone' is streaming on YouTube and will also screen in AMC and Cinemark theatres just in time for Halloween. The piece uses horror tropes and Shipka's signature intensity to highlight how our nightly screen habits can quietly rob us of rest.
Kiernan Shipka on 'Goodnight, Phone'
Shipka said she was immediately drawn to the concept after learning it would take the form of a fake horror movie. The project's sharp, self-aware message resonated with her, especially since late-night scrolling is something she personally relates to. The actress noted that the pull of the phone is something almost everyone experiences—the quick scroll that turns into hours of lost sleep and disbelief at weekly screen-time reports.
In the trailer, Shipka plays Ava, a woman who moves into a new home with her partner, played by Jake Cannavale. As Ava becomes consumed by her phone, the images on her screen begin to manifest in terrifying ways. While she spirals deeper into her digital addiction, her partner remains calm and well-rested—thanks to his Hatch Restore smart sleep clock.
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Image Courtesy: People
Shipka, who also uses a Hatch device in real life, described how the product helps her resist staying up until the early hours of the morning. She enjoys the difference it makes when she sets clear boundaries around screen time and prioritises intentional rest.
Collaborating with Alloway was another highlight for the actress, who appreciated the opportunity to work with a filmmaker who shares her love of the horror genre. Alloway, who is next set to direct 'Forbidden Fruits' starring Lola Tung, Victoria Pedretti, and Lili Reinhart, brought a cinematic touch that made 'Goodnight, Phone' feel like a complete short film rather than a traditional ad.
What's Great About 'Goodnight, Phone'
The campaign cleverly blurs the line between entertainment and awareness, tricking audiences into thinking they are watching a genuine horror trailer before revealing a timely message about digital wellness. Shipka found the idea especially powerful because it reflects something nearly everyone struggles with—the inability to put the phone down.
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Image Courtesy: People
Known for her standout roles in thrillers and supernatural dramas, Shipka continues to embrace her "scream queen" reputation, though she admits it sometimes leaves her without a voice the next day. She will next appear in the films 'The Shitheads' and 'Stone Cold Fox,' further expanding her growing list of diverse roles.
Hatch’s 'Goodnight, Phone' campaign launched in theatres and online on 13th October, aiming to remind viewers that the scariest thing of all might just be their own screen.
