Go-to-Market Strategy — Netflix × The Mill Experiences
Launching Netflix's next space epic: a global fan takeover.
At a glance
Challenge
Show Netflix all the meaningful ways The Mill Experiences could launch Zack Snyder's Rebel Moon in epic ways.
Approach
Frame Rebel Moon not as a film but as a cultural event a three-phase campaign built on the platform “The Future Belongs to the Rebels.”
Impact
A phased plan that escalated from digital takeover to real-world spectacle and won the Netflix marketing team's buy-in.
A film as a cultural event.
Zack Snyder's fandom doesn't watch launches. It joins them.
I collaborated closely with the production and creative teams to offer insights, structure and guidance in determining the most effective way to organize campaign elements and key tactics then presented to the Netflix marketing team.
The future belongs to the rebels.
Built around one platform, the campaign unfolded in three escalating phases from digital takeover to real-world spectacle.
Each phase pulled audiences deeper into the universe, turning anticipation into participation and hype into a movement.
War comes to every world
A full takeover introducing the film: character posters, a drone-trailer in the sky, countdown hijacks across social, and an AMA with Zack Snyder.
Freedom needs fighters
Immersive storytelling brought rebel characters to life AR “wanted” posters, live streams with AI-powered Jimmy the robot, and “Which Rebel Are You?” filters.
The rebels have arrived
Experiential lead-up to launch: 3D billboards, MSG Sphere takeovers, social hacks and staged street-level fandom clashes Rebels vs. Star Wars — climaxing in Jimmy's live interview tour.
"Not a film launch — a movement."
From launch to movement.
The final campaign plan presentation was a success it won the Netflix marketing team's buy-in.
The phased approach turned Rebel Moon from a standard release into a fan-driven movement, with each phase building anticipation and deepening audience investment in the universe.
NETFLIX
Launching Netflix’s Next Space Epic: A Global Fan Takeover for Rebel Moon
Developed the go-to-market strategy for Rebel Moon (Zach Snyder)—fueling fan excitement and delivering a high-impact campaign launch.
Challenge
Showcasing all the meaningful ways Netflix can benefit from The Mill Experience to promote the launch of the new Zack Snyder movie, Rebel Moon, in epic ways.
Approach
I collaborated closely with the production and creative teams to offer insights, structure, and guidance in determining the most effective way to organize campaign elements and key tactics, which were then presented to the Netflix marketing team.
We framed Rebel Moon not just as a film, but as a cultural event. Built around the platform “The Future Belongs to the Rebels,” the campaign unfolded in three epic phases:
Phase I – "War Comes to Every World": A full takeover that introduced the film through bold, rebellious activations like AI-generated character posters, a drone-trailer in the sky, countdown hijacks across social, and an AMA with Zack Snyder.
Phase II – "Freedom Needs Fighters": Audiences were pulled deeper into the universe. Immersive storytelling brought rebel characters to life through AR “wanted” posters, live streams with AI-powered Jimmy the robot, and interactive filters asking, “Which Rebel Are You?”
Phase III – "The Rebels Have Arrived": In the lead-up to launch, we went experiential. 3D billboards, MSG Sphere takeovers, social hacks, and staged street-level fandom clashes (Rebel vs. Star Wars) turned hype into a movement, climaxing in Jimmy’s live interview tour.
Outcome
The final campaign plan presentation was a success
It achieved its goal of convincing Netflix marketing team.
Agency: The Mill Experiences
Year: 2022
Role: Strategy Director Experiences