Public Storage Debuts Horror Series to Address Storage Fears
The company is using a new web series to help potential renters feel more comfortable with local storage facilities.
Updated on Oct. 29, 2026 in Commercial
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Public Storage is reaching out to Glendale residents through a new horror-themed web series, 'Don't Watch,' which uses short films to address common fears about storage units. The project debuted this month across major social media platforms and will continue running through Halloween.
Why it matters
The campaign reflects an industry-wide shift toward using long-form social media storytelling to improve brand perception and demystify the self-storage experience. By tapping into horror tropes, the company aims to replace negative perceptions of storage facilities with a more approachable image.
The series has already garnered 300,000 views across platforms like Instagram and TikTok, highlighting the visibility of the company's 4,647 facilities. The firm also retains a 35 percent interest in Shurgard Self Storage Ltd., which oversees 335 facilities throughout Europe.
The players
Public Storage
A Glendale-based self-storage giant that operates over 4,600 facilities and has recently expanded into the Canadian market.
The Infinite Agency
A Dallas-based creative firm specializing in digital media campaigns and social media strategy for large brands.
The details
Produced in partnership with The Infinite Agency, the microdramas were filmed on-site at a storage facility using various content creators. Each installment utilizes classic horror tropes to play on public anxieties, effectively turning the storage space into a setting for fictional stories. This strategy aims to normalize the facility environment by making it the backdrop for narrative entertainment rather than a site of concern.
Timeline
September 2026: Public Storage completed the acquisition of Public Storage Canada.
October 2026: The series 'Don't Watch' will continue airing until Halloween.
The Home Front
This campaign follows the broader industry trend of using long-form social media narratives to increase brand engagement. It marks a departure from traditional advertising by prioritizing narrative-based content to shift consumer perceptions of commercial storage utility.
If you are considering a local storage unit, use this as an opportunity to visit facilities in person to evaluate security and cleanliness for yourself. You can tour local sites during standard office hours to see how the space actually compares to the fictionalized versions seen online.
The takeaway
Engaging, story-driven marketing is changing how major property managers connect with their customer base. While the videos are for entertainment, residents can use this as a reminder to always verify security features at their specific facility through an in-person tour.
Further reading
For more on industry developments, visit Commercial.
Source note: This article includes information reported by Inside Self-Storage.
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