Sydney Sweeney Makes Surprising Career Move Following Controversy Over 'Playful Edge' Novig Advert

Sydney Sweeney will star in and produce Sony's forthcoming film Hollow, a Katrina Van Tassel-centred take on Sleepy Hollow, weeks after criticism of her advert for sports prediction market company Novig. The 29-year-old Euphoria actor is working with Off Campus actor Belmont Cameli, 28, on the project.

For context, the Novig campaign drew objections from viewers who said its focus on Sweeney's body undercut its stated focus on sport. Sweeney has not directly addressed those complaints. She has described the commercial's concept as an attempt to put sport at the centre of the conversation.

Sydney Sweeney Takes Katrina's Side of the Story

In Hollow, Sweeney plays Katrina Van Tassel. The film tells the Gothic tale entirely from Katrina's perspective, shifting attention away from Ichabod Crane. Cameli will play Brom Jones, while the pivotal role of Ichabod has yet to be cast.

Lindsey Anderson Beer is writing, directing and producing the film. Beer, whose credits include Pet Sematary: Bloodlines, is adapting her own debut novel, also called Hollow. Putnam is due to publish the book in autumn 2027, a date that applies to the novel rather than the film.

The film is also a production milestone for Sweeney. Deadline reported that it is the first major feature announced by her company, Honey Trap. Sweeney is co-producing with Margot Robbie's LuckyChap Entertainment and Beer's Lab Brew.

The change of viewpoint is the project's clearest departure from the 1999 Gothic horror film. Sweeney's position as star and producer is also the reason Hollow marks an important announcement for Honey Trap.

Sydney Sweeney's Novig Advert Draws Criticism

In the Just Sports campaign, Sweeney appears with little or no clothing while pretending to play several sports. 'Think you know sports? Prove it,' she says. 'Novig is just sports. So they wanted to show just sports.' Near the end, she repeats, 'Sports.'

Some viewers objected to the presentation. One commenter, who described herself as a former athlete who had experienced sexualised remarks, wrote that she was 'genuinely disgusted and deeply disappointed by this campaign'. She argued that women had spent years seeking recognition for their talent, strength and achievements rather than their bodies.

Another commenter asked, 'Why is no one understanding how disgusting this is...' A third wrote, 'Thank you for undoing everything women try to build in sports :).' These are responses from individuals who commented on Sweeney's video, rather than a measure of wider public opinion.

Those comments point to a specific objection. The viewers said the advert's treatment of Sweeney's body distracted from the sport it claimed to spotlight. Her account of the campaign places sport at its centre, leaving that disagreement plainly visible.

Sydney Sweeney on the 'Playful Edge'

Sweeney told Variety that the campaign was about 'embracing a fun idea'. She said, 'The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge.'

Her statement explains the creative intention, but it does not directly answer the objections raised by those commenters. The timing of the Hollow announcement does not establish that the film project was a response to the advert.

Novig requires users to be at least 21. The company has launched nationwide under a federally regulated framework and combines the mechanics of modern financial exchanges with a sports-first experience.