Our social team didn’t just “have a good day, we had a great day!” We had the pleasure to partner with our friends at 20th Century Studios and Walt Disney Studios for the theatrical release of Free Guy starring Ryan Reynolds!

Our vision was to create a series of immersive and comedic social pieces introducing fans into the incredibly chaotic and wondrous world of Free City! By combining fan-favorite moments, classic Ryan Reynolds humor, and thumb-stopping action sequences, we were able to bring this NPC (non-player character) to life through social in a fresh and compelling way. Our 15 bespoke social pieces spanned 1×1 and vertical social videos, dynamic breakthroughs, custom GIFs, Twitter Spotlight units, YouTube content, and more, that drove awareness and urgency to the box office! Our spots played into the irreverent and *extremely online* nature of Free Guy, using a tongue-in-cheek POV that spoke directly to Millennial and Gen-Z audiences!

Ryan Reynolds himself got behind the wheel, posting his favorite creative across his Instagram and YouTube channel garnering a combined total of nearly 5MM views to date!

We also worked with top tier gaming influencers like Ninja to celebrate the release and discuss their cameos in the film. The Free Guy creative collectively amassed well over 30MM impressions.

This viral campaign shows that the intersection of fantastic creative, collaborative partners, and the power of talent can make a crashing impact through social!