It gets worse with Leo Reich

To herald the arrival of comedian Leo Reich’s new series It Gets Worse, Channel 4 and in-house agency 4Creative have eschewed the slick, self-congratulatory TV trailer in favour of an unmitigated red-carpet disaster.

Helmed by Park Village director Sofia Ivanova-Kozhevnikova, the deadpan film captures the ultimate anti-premiere: a cheap strip of red carpet taped to a rainy pavement (weighted down by a solitary shoe), a suspicious surplus of BuzzBallz, and an unhinged guest list featuring an uninvited Armie Hammer and a woman who is definitely not the pop star Robyn. Even a cameo from red-carpet royalty Amelia Dimoldenberg fails to salvage Reich’s spiralling existential dread.

Shot with pitch-perfect mockumentary awkwardness, complete with an interviewer rocking the price tag on his off-the-rack suit, Ivanova-Kozhevnikova leans heavily into the claustrophobic vanity and quarter-life crisis energy that defines Reich’s comedy. Rather than telling audiences what the series feels like, the campaign makes them endure it in the most entertaining way possible.