Sony Pictures: Pioneering Studio-Creator Activations
Hollywood meets digital influence:
The "Alien Magic" pilot
Role: Senior Digital Strategist
Client: Sony Pictures (via Terry Hines & Associates)
Scope: Narrative Strategy, Talent Integration, High-Scale Engagement
Platforms: YouTube, Instagram, Facebook
Challenge
Traditional trailers and "stiff" press junkets were no longer enough to capture a digital-native audience for a new sci-fi release.
The Goal: Move beyond the scripted interview to create a shareable, "can't-miss" cultural moment that felt like a gift to the fans rather than an ad.
Built Sony Pictures’ first creator-led pilot by trading traditional junkets for unscripted storytelling, generating 3.1M+ organic views and setting a new industry standard for studio-talent integrations.
Strategy: Trading Scripts for Unscripted Magic
I pitched and led the execution of an experimental activation and the agency’s first influencer collaboration.
Humanizing Talent: Moved the lead actress into a collaborative space with a creator, allowing for high-energy storytelling that felt authentic to YouTube.
Tapping Niche Communities: Leveraged the credibility of the magic community to reach a massive audience that typically ignores studio ads.
The Halo Effect: Architected a launch timeline that synced the creator’s voice with global marketing beats for maximum impact.
Execution: Leading the "New Standard"
As the lead strategist, I oversaw the delicate balance between studio brand guidelines and creator authenticity.
Narrative Stewardship: I managed the creative direction to ensure the video hit Sony’s marketing goals without sacrificing the creator's "internet-native" style.
Production Oversight: I led the development of behind-the-scenes content and fan experiences specifically built for the high-energy loops of YouTube and Instagram.
Organic Velocity: We prioritized cross-platform sharing to drive viral views and positive sentiment, proving that a strong hook is more powerful than a massive ad spend.
Campaign Highlights
We embedded the film’s story into a trusted creator’s world. By choosing unscripted magic over a standard Q&A, we avoided "ad fatigue" and made the film feel culturally relevant to a skeptical audience. The collaboration became a viral standout, setting the blueprint for how the studio would handle talent-creator integrations for years to come.
Results
The pilot was so successful it shifted the studio’s entire approach to influencer partnerships for future theatrical releases.
🚀 3.1M+ Organic Views: Out-performing traditional trailers without heavy ad spend.
📈 4x Engagement Boost: Activated 600K+ followers with 90%+ positive sentiment.
💎 The Hollywood Blueprint: This pilot became the permanent model for the studio’s future theatrical influencer partnerships.