When Lionsgate partnered with BuzzFeed Studios to promote their films, they needed social-first content that felt true to BuzzFeed’s voice while also respecting the integrity of the films and the actors involved. The challenge:
• Build content that merged BuzzFeed’s playful, personality-driven formats (quizzes, games, Q&As) with the marketing needs of feature films.
• Navigate the logistics of shooting with A-list talent, balancing studio promotion with tight on-set schedules.
• Ensure content was diverse, inclusive, and reflective of BuzzFeed’s global audience.
Corbin Visual served as the production backbone for these activations, handling end-to-end execution:
• Mobile Studio Builds: Designed and set up pop-up BuzzFeed-style studios directly on film sets, tailored to the brand’s look and feel.
• Talent-Sensitive Production: Coordinated schedules with actors, directors, and crew, ensuring interviews and games respected both time and reputation.
• Agile Crews: Ran nimble but professional sets, capable of pivoting in real time to accommodate last-minute changes.
• Content Delivery: Produced 10+ video assets per media day for distribution across BuzzFeed and Lionsgate’s digital channels.
• BTS Capture: Supplemented interview content with behind-the-scenes footage from set, weaving narrative context into campaigns.
• Diversity & Representation: Worked closely with BuzzFeed teams to ensure content reflected the inclusivity expected by their audience.
• Delivered a library of social-first, shareable assets that drove online buzz around Lionsgate’s film releases.
• Helped establish BuzzFeed Studios’ emerging identity as a digital-first film partner.
• Balanced the needs of major film studios, celebrity talent, and internet-native storytelling.
• Enabled campaigns that didn’t just promote films, but created sticky, personality-led content that audiences actually wanted to watch and share.
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