Our Friend

NBC Universal · Social · Influencer · Partnerships · Community Management

A film about friendship, love, and loss deserved a campaign built on exactly that.

Built a full social and influencer program for Our Friend, selecting creators who connected personally with the film's themes: people with real stories of family impacted by cancer, willing to share those journeys authentically with their audiences. Influencers launched UGC campaigns inviting fans to share their own stories, creating a community around the film that felt genuinely human.

Partnered with Stand Up To Cancer for #KissCancerGoodbye to honor World Cancer Day and National Cancer Prevention Month, commissioning a custom original artwork piece with @muckrock auctioned for charity.

Produced 100+ pieces of custom social content across creative, community management, partnerships, and influencer activations, including 48 custom connected Instagram covers that transformed the grid into a single cohesive visual statement.

Sometimes the most powerful marketing gets out of the way and lets real human stories do the work.