Challenge
A24 aimed to ignite anticipation for The Smashing Machine by reaching the heart of MMA and wrestling fandoms—while spotlighting Dwayne Johnson’s most transformative role yet. The strategy focused on creating authentic connections across TikTok communities, positioning the film not just as a movie release, but as a major cultural and theatrical event that redefines Johnson’s career.
Solution
To achieve this, we partnered with top creators embedded in the MMA and wrestling spaces, ensuring every piece of content felt organic to their audiences. Our team curated influencer scripts, refined performances, and crafted high-impact copy for posting; balancing the energy of sports storytelling with the cinematic intensity of A24’s brand.
