CHIEF ACTION OFFICER - "NOBODY HITS LIKE NETFLIX"

Ahead of starting the FUBAR campaign, I realized Netflix had very few action fans on its massive social channels. However, we had a huge slate of action series & films with highly followed stars. So, I wrote a memo outlining a strategy to bring them all together to lift every launch with Arnold Schwarzenegger as our lead action influencer. After getting the film team on board and learning Arnold owned a tank he loved driving for any reason if we just paid for gas, The Chief Action Officer campaign was born.

Roles: Client (Campaign Co-Lead, Strategy Lead), Concept/Script Writer (Launch Spot, Extraction 2 Crossover)

Results: Netflix’s Biggest Multi-title Campaign EVER, Extraction 2 was the biggest film of 2023 & biggest film sequel ever, FUBAR renewed for S2, Heart of Stone hit #1 on day one.

LAUNCH SPOT - 45MM Organic Views for a tease of our entire action slate. People also actually believed we had hired Arnold to work for the company.

FUBAR X EXTRACTION 2 - 100MM organic views. We ended up having to shoot this send-up of Arnold’s one-liner trope remotely with Chris Hemsworth playing off of pre-taped footage, but no one seemed to care. It ended up being the most viewed asset of the campaign.

FUBAR X HEART OF STONE - 35MM organic views and the most explosive cup of coffee ever made.

We had plans to continue to campaign with Kevin Hart (LIFT) and Michelle Yeoh (The Brothers Sun), but talent availability prevented us from filming more.

Agency Partners: mOcean (Editorial)

Netflix Partners: Banks Ferris, Jeff Benjenk