The 5th Wave: Alien Magic (Sony Pictures)
Role: Digital Strategist, Entertainment Marketing
Client: Sony Pictures
Scope: Influencer Campaign Strategy, Content Creation, Creator Activations, Cross-Platform Marketing
Platforms: YouTube, Instagram, Twitter, Behind-the-Scenes Content
Led an innovative creator activation campaign for Sony Pictures’ The 5th Wave, blending magic, fandom, and film to engage Millennial and Gen Z audiences.
Challenge
Sony Pictures aimed to connect their sci-fi blockbuster The 5th Wave with highly engaged Millennial and Gen Z fans by creating culturally relevant, buzzworthy digital content that stood out in a crowded entertainment landscape.
Brand & Content Strategy
To captivate these audiences, we:
Pitched and launched one of the agency’s first creator activations, featuring Chloë Grace Moretz and magician Daniel Fernandez.
Leveraged Daniel Fernandez’s strong YouTube (600K+ subscribers), Instagram (68K followers), and Twitter (45K followers) presence to reach devoted fandom communities.
Developed a unique “Alien Magic” concept that tested Chloë’s humanity through magician Daniel’s illusions, blending entertainment with authentic fan engagement.
Social & Content Execution
As digital strategist, I led:
Coordination and creative direction of the influencer collaboration between talent and studio marketing.
Production of behind-the-scenes content and fan experience activations, designed for YouTube and Instagram audiences.
Multi-platform rollout aligning creator voice with Sony’s marketing goals for maximum organic buzz and cross-channel synergy.
Campaign Highlights
The dedicated segment with Daniel Fernandez became a viral touchpoint, engaging his loyal audience while amplifying The 5th Wave’s cultural relevance.
Behind-the-scenes content deepened fan connection and extended campaign lifecycle across platforms.
Results
🔥 3M+ views on the campaign video across YouTube and social platforms
👥 600K+ subscribers engaged on influencer Daniel Fernandez’s channels
📈 Amplified brand awareness and excitement among Millennial and Gen Z audiences
🎯 Positioned The 5th Wave as a culturally relevant sci-fi event through influencer-driven storytelling