WICKED
Social Media Campaign
OVERVIEW
To introduce audiences to the world of Wicked, we created two interconnected campaigns that blurred the line between marketing and world-building. The film campaign captured the spectacle and emotion of the story through premium social creative, while the Shiz University experience invited fans to step inside Oz through immersive, in-world content. Together, the campaigns built anticipation while expanding the film's universe into a rich digital experience.
ROLES
JUSTIN TIMMONS | Creative Director, Designer, Motion Designer
DIGITAL MEDIA MANAGEMENT | Agency
UNIVERSAL PICTURES | Client
OBJECTIVES
Bringing Wicked to the screen meant honoring one of the world's most beloved musicals while introducing Oz to a new generation of audiences. The campaign needed to balance nostalgia with discovery—celebrating the iconic story fans already loved while building anticipation for a cinematic experience unlike anything they'd seen before. Every touchpoint was designed to deepen emotional connection, spotlight the film's powerhouse cast, and establish Wicked as a must-see cultural event.
SOLUTION
We developed two complementary campaigns that expanded the world of Wicked beyond the film itself. The core campaign celebrated the scale, emotion, and spectacle of the cinematic adaptation through premium social creative, international tour coverage, event recaps, and culturally relevant content. Alongside it, the Shiz University campaign invited audiences to immerse themselves in the world of Oz through in-world storytelling and interactive experiences. Across every piece, we combined cinematic visuals, magical motion design, and dynamic typography with the chemistry of Cynthia Erivo and Ariana Grande, creating a cohesive social experience that kept fans engaged from announcement through release.
WELCOME TO DEAR OLD SHIZ
As an extension of the Wicked campaign, we brought Shiz University to life as a fully immersive Instagram experience. Through authentic in-world storytelling, Ozian language, interactive social moments, and Broadcast Channel content, we transformed the platform into a living campus where fans could explore, connect, and experience the magic of Oz long before the film reached theaters.
RESULTS
The campaign delivered 62.8M engagements and 273.9M impressions across Instagram, TikTok, Facebook, and X, helping fuel Barbie's record-breaking theatrical run. The film became the biggest opening of 2023 before surpassing $1 billion at the global box office, cementing its place as one of the year's defining cultural events. Through a cohesive social strategy that extended every major campaign moment, we helped keep audiences engaged from the first trailer through opening weekend and beyond.