Although it sometimes feels like everything is a simulation, working on the integrated campaign for The Matrix Resurrections was my reality. My team faced a dual challenge of reconnecting with fans of a franchise that laid dormant for 18 years, while simultaneously generating interest from a new, wider audience.

The award-winning iterative trailer kicked off the campaign by giving the fans the choice to experience either the ‘red’ or ‘blue’ version and was completely customized based on the time of day it was viewed, resulting in 233,000 possible combinations. This stunt garnered massive earned media attention.

On social, I led my team to stay current with the latest trends and engage with fans on a daily basis. We created Instagram accounts for 'the red pill' and 'the blue pill,' which allowed us to immerse ourselves in our fans' world and actively participate in their conversations. Through these initiatives, we were able to cultivate an even stronger bond with our audience and enhance our brand presence on social media.