The Bad Guys
Universal · Organic Social · AR Lenses · Mobile Game · Influencer Activations · Display Ads

The brief was simple: make people care about an animated film with zero existing IP recognition in one of the most crowded release windows of the year. The answer was equally simple. Make the campaign the world’s largest social/digital heist in history.

Built and executed a full 360 campaign that lived everywhere at once: a custom Carl's Jr. cross-promo mobile game, a Snapchat Worldwide Landmark Lens, a TikTok April Fools influencer heist with MrBeast and Michael Lee, an IG Bad-O-Meter Lens featuring Zazie Beetz and Marc Maron, a Giphy sticker collection, a PSA's Gone Bad social content series, and an multiple “This ad has been stolen” display takeovers.

The Result: #1 at the Box Office