It started with a briefing - not the typical self-destructing tape, but a conversation. Across the table sat the biggest movie star in the world. 5 decades, 46 films, 37 characters, and over $13 billion at the box office.

Tom set the scene with an ambition to bring audiences closer than ever, to expand upon the depth of his catalog, to reignite the entirety of the Mission franchise, and to continue to bolster global love and appreciation for cinema as a whole - all while building up to the film's release. To do so, he invited us to be an active and embedded part of his team; connecting agency, studio, publicity, and his personal efforts to more impactfully connect with audiences.

It was an invitation to be a part of an unparalleled collaboration with the purpose to unpack Tom's purpose.

Mission accepted.

It started with a briefing - not the typical self-destructing tape, but a conversation. Across the table sat the biggest movie star in the world. 5 decades, 46 films, 37 characters, and over $13 billion at the box office.

Tom set the scene with an ambition to bring audiences closer than ever, to expand upon the depth of his catalog, to reignite the entirety of the Mission franchise, and to continue to bolster global love and appreciation for cinema as a whole - all while building up to the film's release. To do so, he invited us to be an active and embedded part of his team; connecting agency, studio, publicity, and his personal efforts to more impactfully connect with audiences.

It was an invitation to be a part of an unparalleled collaboration with the purpose to unpack Tom's purpose.

Mission accepted.

It started with a briefing - not the typical self-destructing tape, but a conversation. Across the table sat the biggest movie star in the world. 5 decades, 46 films, 37 characters, and over $13 billion at the box office.

Tom set the scene with an ambition to bring audiences closer than ever, to expand upon the depth of his catalog, to reignite the entirety of the Mission franchise, and to continue to bolster global love and appreciation for cinema as a whole - all while building up to the film's release. To do so, he invited us to be an active and embedded part of his team; connecting agency, studio, publicity, and his personal efforts to more impactfully connect with audiences.

It was an invitation to be a part of an unparalleled collaboration with the purpose to unpack Tom's purpose.

Mission accepted.

In order to speak to the culmination that this film was, we needed to study everything before it - going beyond the franchise, beyond the stunts, and beyond Tom as we knew him. We started by deepening our fandom and familiarity with his titles, rewatching every film, cataloging every scene, and studying the cultural impact of his roles, performances, and collaborations.

In tandem, we coordinated closely with the departments on set to better understand what it takes to create a movie at this scale - gaining meaningful access to footage, photography, and details that would help shape our articulation of the filmmaking.

A crucial layer of our studies also came from working alongside the team's publicity leads. This proximity further shaped our understanding of how traditional PR, social, and global press inform one another - ultimately sharpening our social and tactical instincts. Through this, we became closely attuned to the nuances of timing, global audiences, messaging coherence, and the importance of coordinated amplification.

With this in-depth preparation, we developed three distinct strategies across the entire Mission ecosystem and campaign timeline. One, to proactively uplift cinema alongside Tom's cultural moments. Two, to celebrate the depth, relevance, and range of Tom's past titles and collaborations. And three, to bring new audiences closer than ever through unparalleled access and education into Tom's filmmaking process. All of this, while underscoring his passion for storytelling, cinema, and the art form as a whole.

This became our fuse. It was time to light it.

In order to speak to the culmination that this film was, we needed to study everything before it - going beyond the franchise, beyond the stunts, and beyond Tom as we knew him. We started by deepening our fandom and familiarity with his titles, rewatching every film, cataloging every scene, and studying the cultural impact of his roles, performances, and collaborations.

In tandem, we coordinated closely with the departments on set to better understand what it takes to create a movie at this scale - gaining meaningful access to footage, photography, and details that would help shape our articulation of the filmmaking.

A crucial layer of our studies also came from working alongside the team's publicity leads. This proximity further shaped our understanding of how traditional PR, social, and global press inform one another - ultimately sharpening our social and tactical instincts. Through this, we became closely attuned to the nuances of timing, global audiences, messaging coherence, and the importance of coordinated amplification.

With this in-depth preparation, we developed three distinct strategies across the entire Mission ecosystem and campaign timeline. One, to proactively uplift cinema alongside Tom's cultural moments. Two, to celebrate the depth, relevance, and range of Tom's past titles and collaborations. And three, to bring new audiences closer than ever through unparalleled access and education into Tom's filmmaking process. All of this, while underscoring his passion for storytelling, cinema, and the art form as a whole.

This became our fuse. It was time to light it.

In order to speak to the culmination that this film was, we needed to study everything before it - going beyond the franchise, beyond the stunts, and beyond Tom as we knew him. We started by deepening our fandom and familiarity with his titles, rewatching every film, cataloging every scene, and studying the cultural impact of his roles, performances, and collaborations.

In tandem, we coordinated closely with the departments on set to better understand what it takes to create a movie at this scale - gaining meaningful access to footage, photography, and details that would help shape our articulation of the filmmaking.

A crucial layer of our studies also came from working alongside the team's publicity leads. This proximity further shaped our understanding of how traditional PR, social, and global press inform one another - ultimately sharpening our social and tactical instincts. Through this, we became closely attuned to the nuances of timing, global audiences, messaging coherence, and the importance of coordinated amplification.

With this in-depth preparation, we developed three distinct strategies across the entire Mission ecosystem and campaign timeline. One, to proactively uplift cinema alongside Tom's cultural moments. Two, to celebrate the depth, relevance, and range of Tom's past titles and collaborations. And three, to bring new audiences closer than ever through unparalleled access and education into Tom's filmmaking process. All of this, while underscoring his passion for storytelling, cinema, and the art form as a whole.

This became our fuse. It was time to light it.

“

This Is Not Mission Difficult, Mr. Hunt. It's Mission Impossible.

“

This Is Not Mission Difficult, Mr. Hunt. It's Mission Impossible.

Our first moment was a global one. The 2024 Paris Olympics.

Behind the scenes, Tom was preparing to represent the United States and Hollywood in the closing ceremonies - officially kicking off the 2028 games. In an epic twist on the global tradition, the world would soon witness Tom rappel down the Stade de France to join in the transfer of the Olympic flag from Paris to LA.

Beyond being a cultural moment to honor legacy and athleticism, it was also an opportunity to uplift cinema on a global scale, so we partnered with Paramount to proactively develop a holistic content plan alongside the event. This consisted of catalog scene pulls, edits, and BTS footage leading up to the stunt, emphasizing themes of action, dedication, and preparation aligning to Tom's upcoming feat.

Tom led the moment with a rare first for his page, a selfie, captured atop the stadium and posted as he rappelled down - connecting the live moment to social in real time.

Alongside this, we prepared timely reaction edits for supporting studio, streamer, title, and brand accounts to jump in with as soon as he touched the ground - even nodding to the last time than Hunt was in Paris.

Our first moment was a global one. The 2024 Paris Olympics.

Behind the scenes, Tom was preparing to represent the United States and Hollywood in the closing ceremonies - officially kicking off the 2028 games. In an epic twist on the global tradition, the world would soon witness Tom rappel down the Stade de France to join in the transfer of the Olympic flag from Paris to LA.

Beyond being a cultural moment to honor legacy and athleticism, it was also an opportunity to uplift cinema on a global scale, so we partnered with Paramount to proactively develop a holistic content plan alongside the event. This consisted of catalog scene pulls, edits, and BTS footage leading up to the stunt, emphasizing themes of action, dedication, and preparation aligning to Tom's upcoming feat.

Tom led the moment with a rare first for his page, a selfie, captured atop the stadium and posted as he rappelled down - connecting the live moment to social in real time.

Alongside this, we prepared timely reaction edits for supporting studio, streamer, title, and brand accounts to jump in with as soon as he touched the ground - even nodding to the last time than Hunt was in Paris.

Our first moment was a global one. The 2024 Paris Olympics.

Behind the scenes, Tom was preparing to represent the United States and Hollywood in the closing ceremonies - officially kicking off the 2028 games. In an epic twist on the global tradition, the world would soon witness Tom rappel down the Stade de France to join in the transfer of the Olympic flag from Paris to LA.

Beyond being a cultural moment to honor legacy and athleticism, it was also an opportunity to uplift cinema on a global scale, so we partnered with Paramount to proactively develop a holistic content plan alongside the event. This consisted of catalog scene pulls, edits, and BTS footage leading up to the stunt, emphasizing themes of action, dedication, and preparation aligning to Tom's upcoming feat.

Tom led the moment with a rare first for his page, a selfie, captured atop the stadium and posted as he rappelled down - connecting the live moment to social in real time.

Alongside this, we prepared timely reaction edits for supporting studio, streamer, title, and brand accounts to jump in with as soon as he touched the ground - even nodding to the last time than Hunt was in Paris.

01

Tom Cruise x Paris Olympics

01

Tom Cruise x Paris Olympics

01

Tom Cruise x Paris Olympics

Olympic Selfie

Olympic Selfie

Ethan Hunt in Paris

Ethan Hunt in Paris

Ethan Hunt in Paris

Paramount Reshare

Paramount Reshare

In total, we coordinated 25 assets spanning 8 individual social partners. The moment culminated in an official date announcement for The Final Reckoning, a celebration of Paramount+'s catalog of 18 Tom Cruise titles, a social collaboration between Tom and LA28, and a personal note of congratulations and appreciation from Tom to all of the athletes who competed.

In total, Tom's stadium selfie became one of his highest performing posts of all time, Tom and Mission both trended in the top ten on X, and the two garnered more than 420MM impressions in the first 24 hours following the event.

In total, we coordinated 25 assets spanning 8 individual social partners. The moment culminated in an official date announcement for The Final Reckoning, a celebration of Paramount+'s catalog of 18 Tom Cruise titles, a social collaboration between Tom and LA28, and a personal note of congratulations and appreciation from Tom to all of the athletes who competed.

In total, Tom's stadium selfie became one of his highest performing posts of all time, Tom and Mission both trended in the top ten on X, and the two garnered more than 420MM impressions in the first 24 hours following the event.

In total, we coordinated 25 assets spanning 8 individual social partners. The moment culminated in an official date announcement for The Final Reckoning, a celebration of Paramount+'s catalog of 18 Tom Cruise titles, a social collaboration between Tom and LA28, and a personal note of congratulations and appreciation from Tom to all of the athletes who competed.

In total, Tom's stadium selfie became one of his highest performing posts of all time, Tom and Mission both trended in the top ten on X, and the two garnered more than 420MM impressions in the first 24 hours following the event.

Beyond cultural moments like the Olympics, and later examples such as the Super Bowl and the Champions League final, we also coordinated closely around anniversaries and milestones within Tom's five decades of filmmaking to further connect to audiences, new and old.

Over the last two years, we've celebrated the fan-official Top Gun Day, the 10th anniversary of Edge Of Tomorrow, the 30th anniversary of Interview With The Vampire, and the 35th for Days Of Thunder. Each moment became a unique opportunity to bridge legacy with culture, relatability, education, and a renewed proximity to a classic.

In collaboration with Tom, we were even able to access never-before-seen archival photography from each of these films, allowing us to give audiences and editorial partners a deeper view into the production and craft.

Beyond cultural moments like the Olympics, and later examples such as the Super Bowl and the Champions League final, we also coordinated closely around anniversaries and milestones within Tom's five decades of filmmaking to further connect to audiences, new and old.

Over the last two years, we've celebrated the fan-official Top Gun Day, the 10th anniversary of Edge Of Tomorrow, the 30th anniversary of Interview With The Vampire, and the 35th for Days Of Thunder. Each moment became a unique opportunity to bridge legacy with culture, relatability, education, and a renewed proximity to a classic.

In collaboration with Tom, we were even able to access never-before-seen archival photography from each of these films, allowing us to give audiences and editorial partners a deeper view into the production and craft.

Beyond cultural moments like the Olympics, and later examples such as the Super Bowl and the Champions League final, we also coordinated closely around anniversaries and milestones within Tom's five decades of filmmaking to further connect to audiences, new and old.

Over the last two years, we've celebrated the fan-official Top Gun Day, the 10th anniversary of Edge Of Tomorrow, the 30th anniversary of Interview With The Vampire, and the 35th for Days Of Thunder. Each moment became a unique opportunity to bridge legacy with culture, relatability, education, and a renewed proximity to a classic.

In collaboration with Tom, we were even able to access never-before-seen archival photography from each of these films, allowing us to give audiences and editorial partners a deeper view into the production and craft.

02

Top Gun Day

02

Top Gun Day

02

Top Gun Day

03

Edge Of A Decade

03

Edge Of A Decade

03

Edge Of A Decade

04

Interview With The Vampire
30th Anniversary

04

Interview With The Vampire
30th Anniversary

04

Interview With The Vampire
30th Anniversary

05

Days of Thunder
35th Anniversary

05

Days of Thunder
35th Anniversary

05

Days of Thunder
35th Anniversary

In addition to anniversaries and milestones, we also dug into the social relevance of Tom's past films through Paramount+'s social channels.

His range of performances, genres, and iconic scenes provided more than enough moments to connect audiences to - we just needed to find the right throughlines.

To do so, we implemented daily social listening tactics to look for opportunities to emphasize. Using common experiences, familiar emotions, timely events, trends, easter eggs, and general holidays, our team created 45 unique assets to span the gamut of audience interests and connections - garnering 23.2 million views in total.

In addition to anniversaries and milestones, we also dug into the social relevance of Tom's past films through Paramount+'s social channels.

His range of performances, genres, and iconic scenes provided more than enough moments to connect audiences to - we just needed to find the right throughlines.

To do so, we implemented daily social listening tactics to look for opportunities to emphasize. Using common experiences, familiar emotions, timely events, trends, easter eggs, and general holidays, our team created 45 unique assets to span the gamut of audience interests and connections - garnering 23.2 million views in total.

In addition to anniversaries and milestones, we also dug into the social relevance of Tom's past films through Paramount+'s social channels.

His range of performances, genres, and iconic scenes provided more than enough moments to connect audiences to - we just needed to find the right throughlines.

To do so, we implemented daily social listening tactics to look for opportunities to emphasize. Using common experiences, familiar emotions, timely events, trends, easter eggs, and general holidays, our team created 45 unique assets to span the gamut of audience interests and connections - garnering 23.2 million views in total.