PROJECT BRIEF

Sony Pictures' Bullet Train theatrical release campaign featured a creative mid-roll advertisement within AboFlah's Fortnite gaming video on his main YouTube channel, where he reenacted a scene from the movie's action-packed trailer before directing viewers to watch the full trailer via the video description. This innovative approach transformed typical pre-roll interruption into entertainment that respected the gaming content flow while delivering Hollywood studio messaging to AboFlah's massive MENA gaming audience. The reenactment format proved particularly effective for action films like Bullet Train, allowing AboFlah to showcase the movie's high-energy tone through performance rather than passive trailer insertion, creating memorable association between his personality and the film's entertainment value. By placing the ad mid-roll rather than pre-roll, Sony ensured engaged viewers who had already committed to watching the gaming content would encounter the promotion, while the description link provided frictionless access to the full trailer for interested audiences

SOLUTION

RESULTS