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\nHatch, the sleep wellness brand, has unveiled \u201cGoodnight, Phone,\u201d a faux horror movie trailer starring Kiernan Shipka and Jake CannavaleIn the campaign, Shipka plays a sleepless woman doomscrolling late into the night until her phone begins manifesting horrors\u00a0\u201cI\u2019ve so been there,\u201d Shipka tells PEOPLE of her personal experience with trading sleep for screen time<\/p>\n
In her new horror project, Kiernan Shipka<\/a> faces untold horrors: staying up too late and doomscrolling<\/a> on the phone.\u00a0\n<\/p>\n Hatch<\/a>, the sleep wellness brand, has released the new ad \u201cGoodnight, Phone<\/a>\u201d \u2014\u00a0a trailer for a faux horror movie that, thanks to scream queen Shipka\u2019s haunting performance, feels like the real thing. Directed by Meredith Alloway and screening on YouTube<\/a> and in AMC and Cinemark theaters just in time for Halloween, the Hatch Restore campaign recreates the all-too-universal experience of trading shut-eye for endless algorithmic content.\u00a0\n<\/p>\n \u201cI saw that it was this faux horror movie, and it struck me as so smart and so clear,\u201d Shipka, 25, tells PEOPLE exclusively of signing on to support Hatch\u2019s mission.\u00a0\n<\/p>\n Plus, there was plenty of her own experience to draw from. \u201cThere is nothing, I feel, more personal than the doomscroll to me,\u201d Shipka says with a laugh.\n<\/p>\n Hatch’s ‘Goodnight, Phone’.<\/p>\n Hatch<\/p>\n \u201cI’ve so been there. It’s hard. So many of us can relate to that pull that the phone has. I always feel like I look at my screen time at the end of the week and I go, \u2018What? Really? Was I really on my phone that much? That’s maybe not amazing.\u2019\u201d\n<\/p>\n The ad stars Shipka as Ava, who after moving into a new house with her partner (played by Jake Cannavale<\/a>) succumbs to the comforts of her smartphone\u2019s addictive apps. Her screen\u2019s content begins manifesting in real life in terrifying ways, with each swipe bringing more waking nightmares.\u00a0\n<\/p>\n Unaffected by the lure of doomscrolling, however, is her partner \u2014 thanks to his Hatch smart sleep clock on the nightstand.\n<\/p>\n Hatch is “awesome,” continues the Totally Killer<\/a> star, who uses a smart sleep clock of her own. \u201cI love how I feel when I don’t stay up until 2 [A.M.] looking at recipes, as fun as it might be. It’s such a nice thing to take initiative and set an intention to not do something that’s so easy to do.\u201d\n<\/p>\n Kiernan Shipka in the Hatch Restore ad campaign ‘Goodnight, Phone’.<\/p>\n Hatch<\/p>\n Meeting and \u201cqueening out with\u201d the ad\u2019s filmmaker, she adds, sealed the deal (Alloway\u00a0will next direct Forbidden Fruits, starring Lola Tung, Victoria Pedretti and Lili Reinhart). \u201cI was so, so happy that the way to be a part of it was via a medium that I’m very comfortable in, which is horror. It was a really fun way to step into it.\u201d\n<\/p>\n \u201cGoodnight, Phone\u201d feels like \u201ca full film,\u201d adds Shipka. \u201cThat was such a clever idea too, to sort of trick people into thinking that this is actually a movie, and then you realize, \u2018Oh wait, nope.\u2019 This is about something that we are all probably a little bit guilty of.\u201d\n<\/p>\n Does being tapped for such a project mean Shipka is a bona fide scream queen? \u201cI strive to be one,\u201d says the actress, who next stars in the films The Shitheads and Stone Cold Fox. \u201cI love screaming too. I lose my voice then for the next day. Then I sound really sexy.\u201d\n<\/p>\n Kiernan Shipka in the Hatch Restore ad campaign ‘Goodnight, Phone’.<\/p>\n Hatch<\/p>\n Never miss a story \u2014 sign up for PEOPLE’s free daily newsletter<\/a> to stay up-to-date on the best of what PEOPLE has to offer\u200b\u200b, from celebrity news to compelling human interest stories.\u00a0\n<\/p>\n