Danish comedian Rasmus Wallbridge spent four months believing he was working on a feature film with his longtime creative partner, only to discover that the project was actually an elaborate television prank recorded using hidden cameras, sparking widespread criticism across Denmark.
The resulting programme, titled "Everyone Loves Rasmus", premiered on Danish broadcaster TV 2's platforms on Oct 26. However, it was withdrawn less than a week later following a public backlash, prompting the broadcaster to apologise to Wallbridge.
Throughout most of the production, Wallbridge believed he was making a Danish horror-comedy alongside his creative partner Martin Johannes Larsen. In reality, hidden cameras placed behind mirrors, inside coffee cups and USB sticks, and even sewn into his clothes recorded his interactions with people he thought were actors and production collaborators.
According to TV 2, more than 100 people, including several Danish celebrities, participated in making the programme, with most of them aware of the prank.
Before the show's launch, Larsen described its concept as an effort to demonstrate courage, explore boundaries and create something entirely new.
TV 2 said Wallbridge was informed about the real nature of the programme before its broadcast and was given the authority to prevent its release.
Wallbridge said he had been fully committed to the film project because making a feature film was a major personal ambition. He described the experience as surprising but acknowledged that, as a comedian, he could understand its entertainment value.
He compared the experience to a real-life version of "Klovn", a Danish comedy series about an awkward comedian who is repeatedly manipulated by his more successful best friend.
Despite Wallbridge's initially restrained reaction, the programme faced intense criticism, with critics accusing its creators of psychologically manipulating him throughout the production.
Some also questioned whether Wallbridge could have felt pressured to approve the broadcast because of the involvement of numerous influential personalities and concerns about possible consequences for his career.
TV 2 said several cast members, their family members and others involved in the production had received abusive messages and direct threats following the controversy.
In an Instagram post at the end of October, Wallbridge acknowledged the public debate but said he would remain silent. He also clarified that even his closest associates had been unaware of the programme's actual nature during filming.
Larsen later apologised, saying the programme was intended as a tribute to Wallbridge rather than an attempt to ridicule him.