Paramount challenged us to capture the excitement surrounding the film's release and turn two key moments, the London premiere and junket, into a social campaign that would resonate with both Billie Eilish fans and wider audiences.

• Create premium, platform-native content featuring Billie Eilish and James Cameron.
• Drive excitement across Paramount UK's social channels before, during and after launch.
• Partner with creators who could authentically engage music, film and pop culture audiences.
• Put fans at the heart of the campaign, making them active participants rather than passive viewers.

Every element of the campaign was designed around one core principle: Billie Eilish's fans came first.

At the London premiere, we were a part of the media line, interviewing Billie Eilish and James Cameron while capturing the atmosphere of the event through cinematic social content and a high-energy sizzle reel. We also spoke with fans before the screening to capture anticipation and returned afterwards for vox pops, documenting authentic reactions as audiences experienced the film for the first time.

The fan-first approach continued beyond the premiere. Ahead of the junket, fans were invited to submit questions for Billie and James, which we then asked during the interviews. The resulting social edits featured and tagged the fans whose questions were selected, turning the audience into collaborators and strengthening the connection between the campaign and Billie's community.

To amplify the campaign organically, we invited 20 UK creators to attend the premiere, generating real-time social coverage throughout the evening.

For the junket, we handpicked creators whose audiences aligned with different aspects of the film. Stepping Through Film and Zainab Jiwa conducted exclusive interviews with Billie Eilish and James Cameron, while Cineatomy was brought in specifically to explore the pioneering 3D technology developed for the film. Pairing this creator with James Cameron resulted in a natural, insightful conversation that highlighted the innovation behind the technology whilst reaching a highly engaged film-focused audience.

By seamlessly blending talent access, creator partnerships and authentic fan participation, we created a campaign that extended far beyond the premiere itself. Fans weren't simply watching the campaign unfold, they became a part of it.

The campaign delivered:

9M+ video views across campaign content.

15M+ estimated reach.

20 UK creators at the premiere, generating 140 Instagram Stories and 57 Instagram feed posts.

30+ fan interviews and vox pops captured across the premiere.

Through a fan-first strategy and curated creator partnerships, the campaign successfully transformed Billie Eilish – Hit Me Hard and Soft: The Tour into a social event that engaged audiences at every stage of the release and delivered significant reach across Paramount UK's channels.