A viral social and guerrilla marketing campaign timed with the film’s San Diego Comic-Con debut.

Interactive physical experiences inspired by the film create real-world buzz, while a global digital audience amplifies awareness leading into release.

Influencers and fans activate across Instagram and TikTok with content centered on the film’s emotional core and high-energy tone.

Sierra Training Module: Complete 3 training modules to test your skill, strength and speed by delivering top secret USB to the safety checkpoint on top of a high-speed tram before time runs out. Do you have what it takes to be a Sierra Agent?

Guests are invited to participate in a series of training modules to test their abilities before becoming a Sierra Agent. Their goal is to transport top secret information to a secure location for agent retrieval. Along the way, various obstacles will test three specific categories that make up the perfect Agent.

Guests are invited to participate in a series of training modules to test their abilities before becoming a Sierra Agent.

Their goal is to transport top secret information to a secure location for agent retrieval. Along the way, various obstacles will test three specific categories that make up the perfect Agent.

Guests must quickly make their way through the tram to the drop point on the roof before time runs out. Tactical obstacles including challenges to open doors and deliver the USB present themselves along the way.

No test is complete without a bone-chilling stunt.

Guests sprint across the tram roof as explosions erupt around them, racing to complete all three modules in time. At the end of the train, they unlock a briefcase using a flashing code sequence and insert the recovered chip. A final screen declares the mission either successful or failed before directing them to the finale briefing.

A split palette of hot red and cool blue. Functional lighting, utilitarian props, transient infrastructure.

The palette splits between warm amber threat and cool teal institutional calm: two moods that coexist without resolution. Lighting is low and directional, every source functional, nothing decorative.

The environment is transient by nature: train cars, tunnels, infrastructure, spaces people pass through, not inhabit. Props feel field-issue, not gadget-y. Matte finishes, utilitarian design. Real cities, real consequences.

Briefing Agents explain the mission to guests at each stage of the experience. Example Script:

Recruits! Welcome to The Gray Man Training Program at The Agency. Our very specialized training Program consists of three training modules: Skill, Strength and Speed.

In order to see if you truly have what it takes, we will simulate environments and challenges that Sierra Agents face out in the field. And to raise the stakes, each training module will be timed. Look and listen for visual and audio cues. Any questions? Good Luck.

The experience is a high energy thrilling interaction with a competitive aspect reflected in their mission countdown. Guests will have 2 minutes to complete their mission. If they succeed they will be accepted into the Sierra unit. goes here.

Once completed, guests receive a final briefing to learn what tests they passed. Additionally, the receive a fully edited compilation of their journey across the train.