Paramount Pictures

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Sonic the hedgehog
I developed a segmented platform strategy for this film with creative, tone, etc. Twitter was for our die-hard Sonic superfans and Facebook, Instagram and PopJam were for kids and families.

Since we involved fans with the redesign for Sonic the Hedgehog, I wanted to ensure that we involved them throughout the social campaign, like our Twitter emoji.

I invited fans into our press junket slot by letting them choose the questions using #AskSonicMovie and our IG story question sticker. Our hashtag trended in the US.

Mission: Impossible Fallout
To overcome franchise fatigue and motivate people to go to the theater, we used our social creative to emphasize to the larger-than-life stunts and big moment theatricality of the film balanced with humor to attract younger audiences.
M:I Fallout Awards Site
In partnership with Gfycat, we created the first ever 360 GIFs for Mission: Impossible Fallout. Check them out: https://gfycat.com/@MissionImpossible
I scripted a conversation between @TomCruise and @Fandango on Twitter to release an exclusive behind the scenes video and launch ticket sales, resulting in the most advanced ticket sales of any Mission: Impossible movie ever at the time.

For Mission: Impossible Fallout, we wanted to invite fans into this exciting mission, so we created interactive content like this press and hold graphic on Facebook that allowed fans to receive a custom transmission from talent with new footage.

To capitalize on the incredible talent in the film, both from the old films and new, we did a custom shoot and created custom content where they talked to fans and increased excitement for release.

TERMINATOR: DARK FATE
Aligning with the film's theme of AI, we partnered with TONIK+ and used machine learning and artificial intelligence to inform all of our organic creative and much of our paid creative tailored to different audience segments throughout the campaign. 
To emphasize the new Terminator film starting the Day After Judgment Day, we created a social event on the date of Judgment Day from the original films. 

We created engaging franchise content using the old films and new films and partners from press like IGN to partners like the MLB to talent using #JudgmentDay throughout the day. This period ended with the release of the new trailer.
ANNIHILATION
Each platform had a unique purpose for our sci-fi fanbase. Instagram showed a detailed journal throughout the journey of Natalie Portman's character, who was a biologist. Twitter used cryptography to both mutate text similar to the Shimmer in the film and hide messages that fans could decode using an interactive site we created.

I used steganography, a form of cryptography, to encode messages into every tweet and distort the copy to look like it was mutated like the world of the film.

We partnered with National Geographic to showcase otherworldly creatures in the real world that we tied back to the mutated world of Annihilation.

INSTANT FAMILY
For this film, I worked hard to balance comedy with the warm-hearted nature of the film, and made sure to reach out to people involved with the foster care and adoption systems. I created a Facebook group, Our Instant Family, and used it to engage with families, many of whom shared their excitement for a film that reflected their stories.

To showcase the heart-felt story of Instant Family in the real world, we brought  adopted children to talk about their parents as their parents listened in secretly.

CRAWL
In order to convey the thrilling experience of watching Crawl, we had to establish alligators as a serious threat to humans and did so using our social creative and by highlighting real-life alligator incidents on our accounts.
To launch the trailer for Crawl in a splashy way, we tapped into conversation around the anniversary of Fyre Fest by creating an Instagram trailer launch mocking their Instagram aesthetic and influencer program. 

We used 33 influencers, including some of the models that originally posted for Fyre Fest.
WHAT MEN WANT
In this campaign, I worked to create a balance between showcasing the comedy of the film, the confidence and empowering nature of Taraji and her character, and the fun and authentic friendship between the women.

We created an interactive experience for fans to get a tarot card reading from the hilarious character of Sister played by Erykah Badu.

For many of our films, we produce wrap videos for important events along the press tour. This example is of highlights from What Men Want moments like Taraji P. Henson's Walk of Fame star ceremony.

PET SEMATARY
The challenge we overcame with the Pet Sematary was to establish a clear threat since in the books it was the power of the woods, which didn't translate well. We applied traditional and new horror elements to the footage to create the villain.

For many of our films, we worked with popular YouTubers and influencers to create videos of them reacting to our trailers. This particular one was to emphasize the horror of Pet Sematary.

OVERLORD
In this campaign we showed the gruesome horror of the film alongside the action-packed adventure and the breath-taking effects of JJ Abrams and Bad Robot's cinematography.
LIKE A BOSS
 I established the tone and look and feel of this social campaign, using bold and empowering visuals in line with the make-up theme coupled with relatable humor and the real-life friendship between Tiffany Haddish and Rose Byrne.
GEMINI MAN
For Gemini Man, we emphasized the unique theatrical experience of seeing a a digitally created younger Will Smith fight alongside the older Will Smith, finding ways of creating a lenticular effect with our social creative.

For Gemini Man, we partnered with a number of YouTubers like The Slow Mo Guys to increase our reach and excitement for the action and comedy of the film.

ACTION POINT
Our social campaign embodied the unfiltered humor and wild stunts of the Jackass world all with the theme of a one-of-a-kind theme park.  

Since Action Point was based on a real theme park, we created a video with older patrons reminiscing on their time at Action Point.

For Action Point, we tapped into the humor of the Jackass community by creating custom, mock Tasty-like videos themed to 4/20 with hilarious commentary.

A QUIET PLACE PART II 
I created a look and feel that had a distinct visual from the first film but also was closely enough aligned to the initial campaign that it held onto the positive brand affinity.
SPONGEBOB MOVIE: SPONGE ON THE RUN
I established a look and feel that maintained the positive, fun nature of the SpongeBob franchise and also added distinct elements that emphasized the film's theatrical adventure.
NOTABLE AWARDS
Shorty Awards:
Mission: Impossible Fallout

Winner in EMERGING PLATFORM
Finalist in GIFS, VIDEO PRE-ROLL, BRAND IDENTITY
Gold Distinction in ENTERTAINMENT
Silver Distinction in VIDEO, 360 VIDEO
Entered in MULTI-PLATFORM CAMPAIGN

https://shortyawards.com/11th/we-do-our-own-marketing-stunts-2

Annihilation

Bronze Distinction in ENTERTAINMENT
Audience Honor in ENTERTAINMENT

https://shortyawards.com/11th/annihilation-social-campaign

IDEA Awards:

Speechless

Finalist in BEST VIDEO CAMPAIGN



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