Freaks and Geeks Reunite to Play D&D - Social Promo

Objective: Paramount Pictures needed a way to generate excitement for the film Dungeons & Dragons: Honor Among Thieves amongst millennials unfamiliar with the game it's based on shortly before the movie’s release.

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Solution: I led the creation of a viral promo that reunited Dungeons and Dragons director John Francis Daley with his Freaks and Geeks co-stars, Martin Starr, and Samm Levine, in an unexpected recreation and follow-up of the show’s finale. The campaign rapidly gained 1.72M organic Twitter impressions in just 96 hours, transforming skeptics into enthusiastic moviegoers.