The Objective
Create "Mass" appeal for The Instigators through a Boston AF campaign.
The Strategy
Tapping into Boston as a character itself, we blended chaotic humor, local pride, and culturally relevant partnerships. By embracing the city's quirks in unique ways, from Dunkin’ heists to Bostonian slang with Duolingo, we made The Instigators an authentic, irresistibly entertaining pop culture conversation starter.
The Result
At the time of release, The Instigators became Apple TV+’s most successful movie campaign to date, breaking viewership records for their original films.
Influencer & Brand Partnerships
Partnering with popular influencers and relevant brand accounts on social, we extended The Instigators’ Boston-centric plot, creating shareable moments that felt inside-joke level relatable for locals but still universally hilarious for everyone else.
Wicked Smaht Content & Activations
Boston’s scrappy, unfiltered energy came through with raw FaceTime calls, real locals interviewing the cast, and a local screening with Matt, Casey, and Letterboxd. With blunt, authentic humor and unscripted reactions, every activation and piece of content put the city’s personality on display.