How do you highlight Salma Hayek's newly outsized role as a bloodthirsty mama in the decidedly R-Rated “The Hitman's Wife's Bodyguard”, without spoiling any of the ridiculous surprises the movie has in store? If you said "write and produce a children's book and have Salma read it Reading Rainbow-style," you were right!
How do you sell a movie that you can’t talk about? Unthink everything and start tweeting.
To preserve the film’s secrets, we developed a social presence around Rob Delaney’s character “Peter”, imbuing him with a backstory and creating a fan-focused mystery around exactly what role he played in the film.
ROLES: Copywriting, Direction
To promote the Fox comedy “STUBER”, we sent Dave Bautista superfan (and costar) Kumail Nanjiani to the front row of the squared circle.
I even interviewed as Peter for Playboy magazine! (Link is SFW)
