Context
Paramount Pictures wanted to differentiate Rocketman from other musical biopics most notably Bohemian Rhapsody by leaning into Elton John’s emotional truth, fantastical musical style, and grittier R-rated tone. The challenge was to reach both core audiences (35+) and younger demos (18–34) across 14 international markets, using innovative, interactive campaigns that balanced authenticity with entertainment.

What I Did

• Partnered closely with Paramount Pictures clients, leading multiple brainstorms with internal teams and media partners to shape campaign ideas and pitch back the strongest international opportunities.

• Collaborated with regional offices across six countries to adapt activations that addressed local market needs while aligning with global strategy.

• Directed creative development of large-scale activations including “Piano Hero” life-sized installations and Snapchat AR lenses that captured both the film’s emotional and fantastical elements.

• Oversaw content and media strategy and advanced targeting execution through Verizon, Yahoo/MSN, and movie ticketing retargeting, ensuring reach across both demos.

• Balanced creative storytelling and precision targeting to engage younger audiences while still resonating with older moviegoers.

Results / Impact

• Drove 41.7M total impressions across 14 countries.

• Snapchat AR lens generated 886,000+ shares, demonstrating deep engagement with younger audiences.

• Pre-roll campaigns exceeded benchmarks with 49.7% average VCR and 0.22% CTR, showcasing strong attention and interaction rates.

• Piano installations were celebrated by Paramount regional offices as a resounding success with high audience interaction.

• Positioned Rocketman as both an inspirational and fantastical story, balancing mass reach with innovative engagement, and strengthening Paramount’s trust in pan-regional collaboration.