The Challenge
How do we create social content that supports the film at a franchise level while dividing social promotion between Nickelodeon and Paramount Pictures?
We approached the film through a franchise-first lens, integrating SpongeBob from the series wherever possible to maintain continuity with the show. By intentionally bridging the familiar 2D animation style with the film’s 3D world, social audiences were able to accept the visual shift while staying excited about the release. The strategy leaned into talent-led storytelling, recognizing that core SpongeBob fans deeply connect with the cast, and was developed with a global social perspective to ensure relevance across markets.
What I Led
- Led creative ideation for clip-based and event-driven film support
- Established a franchise-first social approach across film promotion
- Scripted talent-led social content designed to resonate with core SpongeBob fans
- Supported a global social strategy, ensuring creative translated across markets and platforms
- Edited social content to preserve SpongeBob’s humor and franchise identity across film promotion
Social Content Showcase
TBD
Campaign Metrics Coming Soon
Dec 2025
Theatrical Release
Live
Campaign In Progress