THE UNBEARABLE WEIGHT OF MASSIVE TALENT
Put the fans in the campaign.
I led a Lionsgate campaign that turned enthusiastic fan tweets into personalized video reactions for The Unbearable Weight of Massive Talent. PXL’s Social Review technology gave audiences a way to see their own reactions become part of the film’s marketing.
Client Lionsgate Entertainment
Agency PXL
Role Executive Creative Director
A response worth sharing
A moderation team selected positive tweets, then the system replied in real time with custom rotoscoped video reactions. The campaign ran around both the trailer and theatrical release.
Participation with reach
More than 3,000 fan reviews were submitted, with a 90% repost rate and over 345,000 organic impressions on Twitter.
