For the launch of the film Pretty Lethal, Prime Video needed a campaign which highlighted and reflected the strength, artistry, and edge of five young ballerinas bringing a fierce new energy to the screen, particularly at a time when ballet had been under public scrutiny.

The result was a fully integrated campaign that seamlessly wove together dynamic social creative, a 12-hour livestream countdown, a standout experiential activation at SXSW, and an exclusive New York City screening. It was a hugely fun campaign to deliver, made possible by the trust, partnership, and collaboration of the Prime Video team.

To ignite early excitement and drive viewership, we crafted a robust social creative strategy. Building a steady drumbeat of anticipation leading up to the release, we ran a 24-hour countdown livestream broadcast across YouTube, with support from strategically timed teasers leading into the film’s SXSW presentation.

Once the hype was established, our social creative transitioned into high-impact ‘Watch Now’ and ‘Trailer Out Now’ countdowns, alongside fast-paced edits highlighting critical reviews and memorable cast quotes. A standout element of our digital rollout was the ASL Action Video, an engaging long-form piece featuring the cast teaching viewers American Sign Language for key words from the film, bridging the gap between the movie's on-screen representation and real-world audience engagement and accessibility.

We took the digital excitement into the physical world by collaborating closely with Prime Video to design and produce ‘The Ballerina Box’ at the South by Southwest festival in Texas. Located in a high-traffic area of downtown Austin, the intricately detailed pop-up installation demanded immediate attention. The exterior was wrapped in ornate gold frames and branded trailer displays, all anchored by a striking hot-pink carpet and a massive spinning ballerina statue perched on the roof, echoing iconic ballerina music boxes.

Stepping inside, attendees were bathed in atmospheric neon pink lighting set against ‘Pretty Lethal’ typographic backdrops, designed to make guests feel like superstars stepping onto a movie set. At the center of the experience was a custom 6-camera array system. We encouraged users to strike dynamic poses, ranging from gymnastics to martial arts moves, as in a single shot, all six cameras fired simultaneously, utilizing custom tech to instantly stitch the multi-angle photos into a seamless 3D freeze-frame video. Within just 30 seconds, a high-quality, social-ready asset was delivered directly to their phones. To add a tangible takeaway to the digital experience, we worked with poster artist Bella Grace to distribute a striking, film-inspired print for attendees.

The activation was a massive success, drawing lines of thousands of pass holders, content creators, and high-profile visitors like Uma Thurman and the film's cast. The pop-up also directly converted foot traffic into viewership, with attendees explicitly noting that the engaging 3D experience motivated them to secure reservations for the movie's premiere the following day.

To close out the campaign, we partnered with Cosmopolitan magazine to host a highly immersive screening and after-party at the Public Hotel in New York City, welcoming approximately 130 guests, including prominent influencers like Coco Arquette and Larry Owens, into a carefully curated, multi-staged evening.

The night began in the hotel's basement art space, where attendees were instantly immersed in the film's thematic aesthetic through pink lighting, bespoke menus, and comprehensive décor that extended all the way to branded vinyls in the restrooms. Following a lively reception, guests moved into a private screening accompanied by branded popcorn buckets. The excitement of the film flowed naturally into an intimate cast Q&A session, which shined a light on the cast's real-life camaraderie as they discussed their meaningful integration of ASL into the project.

The event culminated in a vibrant rooftop after-party set against the iconic New York City skyline with integrated, highly shareable experiential elements such as a Glambot, strategic gobo lighting, a large-scale Pretty Lethal neon sign, and a lively set by DJ duo Bear Juju. Guests and talent mingled, danced and celebrated, driving prolonged engagement late into the night.

At a time when ballet was in the spotlight for all the wrong reasons, it felt more poignant than ever to celebrate it for what it truly is - powerful, expressive and seriously badass. This was a hugely fun campaign to deliver as we were able to flex our creative muscles across various forms of marketing, both digital and experiential, whilst driving awareness, excitement and viewership for the elegantly thrilling Pretty Lethal.