HOW DO YOU TELL THE STORY OF A LEGEND?

Judy’s expansive social campaign needed to strike the perfect balance between celebrating Judy Garland’s legacy, highlighting Renée Zelleweger’s tour-de-force performance, and digging deeper to tell the emotional, personal story at the heart of the film. It needed to connect with fans of all ages, eventually leading Judy squarely to the center of awards contention and the cultural zeitgeist.

FOR THE LOVE OF JUDY

At the core of our campaign lived a true appreciation for Judy’s life, her artistry and her fans.

The campaign was anchored by sweeping, celebratory pieces that highlight Judy’s legendary talent. Milestones in her life and relevant social moments allowed us to reestablish her legacy in the greater media landscape of today.

THE LEGEND YOU KNOW, THE STORY YOU DON'T

We drew in superfans and casual scrollers alike with the narrative they knew, then went deeper to tell a richer and more complex story.

Leading with a series of custom video pieces, we tactfully journeyed into the darker parts of Judy’s life, allowing us to foster a real investment in the characters, the relationships and the conflicts portrayed in the film.

ENGAGING FANS AND CONNECTING WITH NEW ONES

From those that grew up with Judy to those discovering her for the first time.

By tailoring our copy, content and community management approach to each social platform, we were able to meet fans where they were, from reminiscing over a vintage-inspired Judy poster on Facebook to sharing a punchy 3-second Instagram Story countdown featuring Renée Zellweger.

The Renée-ssance

This film was as much about Renée Zelleweger’s return to the spotlight as it was Judy’s.

Renée’s performance was undoubtedly the most anticipated and celebrated element of the film, so we leveraged that buzz with a series of Renée-focused pieces, talk show clips and custom junket content. As fans relished in the “Renée-ssance,” our pieces made for great shareable moments and created lots of social momentum around Judy. We supplemented those assets with premium, awards-focused critics’ quote pieces. As Renée swept awards season — winning Best Actress at the Academy Awards, Golden Globes, Critics’ Choice Awards, Independent Spirit Awards and SAG Awards — we created those assets too.