Directed by comedy connoisseur, Judd Apatow, (Knocked Up, The 40 Year-Old Virgin) the gritty drama-meets-comedy follows the story of Scott, a pot-smoking 20-something with big dreams of becoming a tattoo artist. Played by Saturday Night Live alumni and comedian, Pete Davidson, Scott struggles with the loss of his firefighter father, and butts heads with his mother’s new partner – played by fellow stand-up, Bill Burr.
We were tasked with shifting the tone from theatrical release to PVOD through a multi-faceted social campaign that paraded the movie’s character and gave behind the scenes content that the audience could cheer for.
This campaign reigned supreme across all social channels, from Snapchat and TikTok to Instagram and Facebook. We created a suite of assets fit for a King including GIFs, videos, Stories, cinemagraphs, trailer cutdowns and an IG Filter.
The crowning glory of the campaign’s success was evident as the film landed at No.1 across several international PVOD platforms. The King of Staten Island sat firmly on its throne.