The social campaign for Universal Pictures Wicked aimed to create visually stunning and swankified content that paid homage to the original story, while also offering a fresh perspective on the world of Oz. Using the chemistry between Cynthia Erivo and Ariana Grande as a key focus, the campaign also focused heavily on the musical and visual aspects of the film through stunning motion graphics, sound design, and special effects, creating a magical and immersive experience for the fans.
Using only trailer footage, we created multiple rotoscoped videos that included 3D text, making the text feel like it was in the shot.
We created a 'frame breaker' asset to feel as if Elphaba broke through the UI of Instagram, exciting fans who weren't expecting it.
As we got closer to release, we wanted to really excite fans. For the 'One Month' asset we used green screen footage of Cynthia and Ariana holding hands. This asset alone was viewed more than 20M times making it one of our highest performing assets of the entire campaign.
The overall campaign relied heavily on countdown assets meant to remind fans how much longer until the release of the film. We created these from scratch using special shoot green screen footage.
Special shoot footage was used to announce the official Wicked popcorn bucket. For this asset, we needed to do color correction, and add the special effects that reveal the popcorn bucket.
