Context
Paramount Pictures was launching Gemini Man with Will Smith and needed a pan-regional program that would create a custom, eventized experience. We faced several challenges:

• The film wasn’t a comedy (against Will Smith’s usual brand expectation).

• It had no existing IP to lean on.

• The cloning/science aspects needed to be downplayed to focus on action + adventure.

• The solution had to scale across 6 markets, in-language, and resonate with a high-gaming-index audience who valued influencers and custom experiences.

What I Did

• Strategy & Ideation: Led client brainstorm and creative strategy to build a cross-market program that fused film themes with gaming culture.

• Partnership & Platform: Partnered with Twitch, the world’s leading live gaming platform (67.4M global MAUs across key markets), to deliver custom experiences at scale.

• Execution:

  • Designed 3 custom CS:GO levels inspired by Gemini Man scenes, natively integrating the film into gameplay.

  • Selected top influencers in each market to compete against 6 lucky fans in live 2-hour streams.

  • Delivered a two-day, multi-market event that interspersed live competitions with exclusive film content and CTAs to drive theater attendance.

  • Amplified reach via Twitch homepage takeovers, ensuring global community visibility.

Results

• Influencer Engagement: 4.8M minutes watched — 136% more than MI6 benchmark.

• Audience Reach: 715K live views — 148% higher than MI6 benchmark.

• Media Impact: 54M impressions; 27M video completions.

• Performance: 82% VTR, surpassing benchmarks in nearly every market.

• Client Feedback: “Golden standard” for future Paramount partner integrations in notoriously hard-to-please markets.