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.