Bed Test

“Bed Test” is inspired by Japanese horror and performed entirely in Japanese, despite running exclusively in the United States. That means it requires subtitles to be understood by its primarily English-speaking audience. The twist: the subtitles get increasingly smaller and smaller as the story progresses, mimicking the structure of a traditional Snellen eye test. The last subtitle requires 20/20 vision to read. As a result, we used the medium to give people an eye test they didn’t realize was happening until it was over, creating the world’s first eye test within a commercial.