Brief: Bring fans into the world of The Bride! with an immersive experience that would surprise & delight users and prompt widespread sharing on socials, reinvigorating conversations about The Bride! ahead of the theatrical premiere.

How We Did It:

To bring Maggie Gyllenhaal’s The Bride! to life we partnered with Warner Bros. to create an influencer-first experience designed to ignite conversation, inspire bold fashion, and generate immediate social momentum.

We invited 100 creators with a total reach of 54MM+ and select genre press to join us. Attendees showed up dressed as if they were in the most rebellious bridal party imaginable — full rocker goth glamour, dramatic silhouettes, veils with attitude, and combat boots. Following a screening of the film at Regal LA Live, the energy carried across the street to Hotel Figueroa for a high impact, content forward afterparty built to extend the world of the film.

At the heart of the afterparty was an immersive Laboratory recreated from the film. We also created a ‘Reanimation’ station offering custom makeup looks mimicking The Bride’s signature ink splotch and stitches to help attendees get into character before they stepped into The Lab. Once inside The Lab, flashing cameras from both above & below captured content while also serving as the lightning strike moment of reinvigoration.

Content was delivered instantaneously to attendees, driving a flurry of social posts within 48 hours of the screening and across the weekend before the film premiere.

The Lab was then disassembled and all the set pieces were transported across the country to re-emerge at the official US premiere in NYC.

Results:

The event - created on a modest 250K - was extremely high impact, driving driven 176 pieces of content (28 in-feed) so far, resulting in over 10.1MM+ total reach and 1MM+ views across video content, with high engagement and elevated creative execution from attendees. Fashion, makeup transformations, lab content, and testimonial clips are leading the conversation.