As part of the Australian home entertainment launch of Disney and Lucasfilm’s Rogue One: A Star Wars Story, I helped lead the development and delivery of an integrated marketing campaign and exclusive fan activation celebrating the film’s Blu-ray release.
Working with FEEDS Media and Evolve Media, my role brought together marketing strategy, creative direction, campaign development, experiential marketing and content production. The objective was to transform the Australian home entertainment release into an engaging fan experience while creating original campaign content capable of reaching audiences far beyond the physical event.
The campaign brought together some of Australia’s most passionate Star Wars fans for an exclusive Rogue One experience featuring previously unseen bonus content from the film. The activation became both a fan event and a content production opportunity, generating original photography, video and social content for the broader Australian campaign.
I worked across the complete creative and marketing ecosystem, including campaign development, creative and art direction, event creative, photography, video production, social media, digital advertising, promotional assets, campaign messaging and visual identity, while ensuring execution remained consistent with the globally established Disney, Lucasfilm and Star Wars brands.
A major part of the campaign was extending the experience beyond those attending the event. I directed and contributed to photography and promotional video production, capturing fan reactions, experiences and campaign moments that could be transformed into highly shareable social content.
My involvement extended through content planning, production, photography direction, promotional video, social creative, digital assets and post-production, allowing the physical activation and digital campaign to work as one connected marketing experience.
That content ultimately generated more than 913,000 video views, 11,500 social reactions and 2,400 audience comments, significantly extending the reach of the activation and creating sustained audience engagement around the Australian Blu-ray release.
The campaign was supporting the home entertainment release of one of the world’s biggest films. Rogue One surpassed $1 billion at the worldwide box office, becoming one of Disney’s biggest releases of 2016 and demonstrating the enormous global audience surrounding the property.
Working within the Star Wars universe required careful brand stewardship, stakeholder coordination and an understanding of an exceptionally passionate fan community. Every campaign touchpoint needed to feel authentically Rogue One while meeting the marketing objectives of the Australian home entertainment release.
The result was an integrated campaign bringing together marketing strategy, creative direction, experiential activation, branded content, photography, video, social media and digital distribution, turning a physical fan experience into a much broader Australian campaign.
The campaign successfully extended the Australian Rogue One: A Star Wars Story Blu-ray launch beyond the physical fan activation, transforming the experience into original social and video content capable of reaching a substantially larger audience.
Campaign content generated more than 913,000 video views, 11,500 social reactions and 2,400 audience comments, creating significant engagement around the Australian home entertainment release.
The scale of the property provided an extraordinary backdrop to the campaign. Rogue One crossed $1 billion at the worldwide box office, with Disney reporting that it reached the milestone only 39 days after release. The film ultimately generated more than $1.05 billion worldwide.
Its success continued into home entertainment, with Rogue One debuting at number one on the Blu-ray and overall packaged-media sales charts, providing significant momentum for the home entertainment campaign.
By combining live activation with photography, promotional video, social media and digital distribution, the campaign transformed a single fan experience into a much broader content and engagement platform.
For me, the project demonstrated the value of combining marketing strategy, creative leadership, experiential activation and content production to connect a globally recognised entertainment property with Australian audiences.
