I was approached by Swedish LGBT organisation RFSL Göteborg to create a viral film to overcome gay and bi men’s resistance to getting an HIV test. I analysed the campaign’s goal, what qualities the target group appreciated in their social media, as well as researched old and contemporary campaigns with similar aims and studied why they succeeded or failed. I created a campaign to meet the brief and pitched it. I engaged key team personnel and cast performers. I directed and oversaw every aspect of postproduction until delivery of the film. It was a viral success: 200.000 views within 5 days of its release and more than 500.000 to this day; it was highlighted by national and international media including The Huffington Post; and it got rave reviews by LGBT media.