Gladiator II, Meta's 1st
GenAI film partnership
CLIENT: PARAMOUNT PICTURES
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY & DIRECTION
Gladiator II, Meta's 1st
GenAI film partnership
CLIENT: PARAMOUNT PICTURES
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY & DIRECTION
Gladiator II, Meta's 1st
GenAI film partnership
CLIENT: PARAMOUNT PICTURES
COMPANY: META CREATIVE SHOP
ROLE: CREATIVE STRATEGY & DIRECTION
A sequel to a classic, and an industry wary of AI
Paramount needed to reach beyond original Gladiator fans. Meta needed a flagship moment for a new GenAI capability. The industry was wary of generative tech near premium IP.
A sequel to a classic, and an industry wary of AI
Paramount needed to reach beyond original Gladiator fans. Meta needed a flagship moment for a new GenAI capability. The industry was wary of generative tech near premium IP.
A sequel to a classic, and an industry wary of AI
Paramount needed to reach beyond original Gladiator fans. Meta needed a flagship moment for a new GenAI capability. The industry was wary of generative tech near premium IP.
STRATEGY
Make the audience part of the story
Gladiator was built around spectacle and participation.
Instead of simply asking people to watch the film, we gave them a reason to step into the arena.
STRATEGY
Make the audience part of the story
Gladiator was built around spectacle and participation. Instead of simply asking people to watch the film, we gave them a reason to step into the arena.
STRATEGY
Make the audience part of the story
Gladiator was built around spectacle and participation. Instead of simply asking people to watch the film, we gave them a reason to step into the arena.
CAMPAIGN PLATFORM
CAMPAIGN PLATFORM
CAMPAIGN PLATFORM
Enter As You Are
Enter As You Are
Enter As You Are
Nobody enters the arena a gladiator. You become one. One idea, three creative territories, each drawn from a line in the film.
Nobody enters the arena a gladiator. You become one. One idea, three creative territories, each drawn from a line in the film.
Nobody enters the arena a gladiator. You become one. One idea, three creative territories, each drawn from a line in the film.
1/ THE ARENA AWAITS
1/ THE ARENA AWAITS
1/ THE ARENA AWAITS
Become part of the spectacle
Become part of the spectacle
Become part of the spectacle
Imagine Meta fans step into the Colosseum through the Instagram camera, generating their own gladiator transformations.
Imagine Meta fans step into the Colosseum through the Instagram camera, generating their own gladiator transformations.
"Imagine Me" allowed fans to step into the Colosseum through the Instagram camera, generating their own gladiator transformations.
Spotlighted in the
Instagram camera
Spotlighted in the
Instagram camera
Experience spotlighted in the Instagram camera
Zuckerberg unveiled it. Creators showed people how to use it.
Zuckerberg unveiled it. Creators showed people how to use it.
Instagram
M. Zuckerberg Promo
@zuck
Instagram
Creator Promo
@jamison.lange
Instagram
Creator Promo
@jamison.lange
Instagram
M. Zuckerberg Promo
@zuck
2/ YOU WILL BE HIS INSTRUMENT
2/ YOU WILL BE HIS INSTRUMENT
2/ YOU WILL BE HIS INSTRUMENT
Prepare to be trained
Prepare to be trained
Prepare to be trained
Meta AI's Titus Decimus messaging agent cast fans as aspiring gladiators, in a scripted experience co-authored with Paramount.
Meta AI's Titus Decimus messaging agent cast fans as aspiring gladiators, in a scripted experience co-authored with Paramount.
Meta AI's Titus Decimus messaging agent cast fans as aspiring gladiators, in a scripted experience co-authored with Paramount.
3/ LET YOUR JUDGEMENT BE KNOWN
3/ LET YOUR JUDGEMENT BE KNOWN
3/ LET YOUR JUDGEMENT BE KNOWN
Creators took a side
Creators took a side
Creators took a side
The story moved into the feed. Trailer reactions, premiere coverage, native story types designed to travel.
The story moved into the feed. Trailer reactions, premiere coverage, native story types designed to travel.
The story moved into the feed. Trailer reactions, premiere coverage, native story types designed to travel.
GUARDRAILS
The world stayed untouched
Fans could transform themselves, but the armor, arena, and film world stayed locked to the original IP. That constraint gave Paramount confidence to put premium IP into a generative experience.
GUARDRAILS
The world stayed untouched
Fans could transform themselves, but the armor, arena, and film world stayed locked to the original IP. That constraint gave Paramount confidence to put premium IP into a generative experience.
GUARDRAILS
The world stayed untouched
Fans could transform themselves, but the armor, arena, and film world stayed locked to the original IP. That constraint gave Paramount confidence to put premium IP into a generative experience.
RESULTS
RESULTS
RESULTS
A new model for GenAI
and premium IP.
A new model for GenAI
and premium IP
A new model for GenAI and premium IP
•••
•••
7.84x
7.84x
SCALED ROAS
•••
•••
-57%
-57%
iCPA
•••
•••
Zuckerberg
Zuckerberg
DEBUT
•••
7.84x
SCALED ROAS
•••
-57%
iCPA
•••
Zuckerberg
DEBUT
