The cinematic debut of Wicked demanded a social campaign as bold and spectacular as the film itself. We designed a strategy that turned every platform into a stage, spotlighting the star-studded cast and giving fans direct access to the magic behind the scenes. From countdown moments and talent takeovers to creative short-form content that amplified the film’s music and visuals, our work transformed social feeds into an extension of Oz—sparking massive engagement and fueling anticipation worldwide.

Premieres became the centerpiece of this social storytelling. We built activations around the cast’s appearances that generated live content in real time, ensuring that green-carpet arrivals, interviews, and fan reactions became shareable moments seen by millions. By bridging on-the-ground excitement with digital amplification, we helped Wicked dominate the social conversation leading up to release, cementing it as one of the year’s biggest cultural events.