THE CHALLENGE
Nearly two decades after the original Freaky Friday, Disney was bringing a beloved franchise back for audiences who grew up with the film while introducing it to a new generation.
The opportunity was to find a brand partner that could tap into the franchise’s nostalgia without simply looking backward — adding contemporary relevance to Freakier Friday while creating meaningful value for the theatrical campaign.
THE STRATEGIC IDEA
Transformation was already embedded in the DNA of Freakier Friday. That created a natural opportunity to connect the film’s perspective-switching premise with Genesis’ contemporary vision of luxury.
Rather than treating Genesis as a promotional sponsor, we built the partnership from the story outward — creating an integrated platform that could begin within the film and extend across content, talent, media, experiential, social, and earned channels.
BUILDING THE PARTNERSHIP
FILM INTEGRATION
Integrated Genesis' GV60 and GV80 organically into the film, embedding the brand within the characters' world.
CONTENT
Extended the integration through custom creative connecting Genesis with the film's characters, talent and story.
EXPERIENCE
Brought the partnership to life through premiere and experiential activation.
AMPLIFICATION
Extended the campaign across Disney, Genesis, talent, social, digital and earned channels.
IMPACT
FRANCHISE EXTENSION
Created new storytelling opportunities that extended Freakier Friday beyond the theatrical experience.
BRAND RELEVANCE
Connected Genesis with entertainment and culture through an integration designed to feel authentic rather than transactional.
CULTURAL CONNECTION
Bridged the franchise's nostalgia with a new generation of audiences while positioning Genesis within a contemporary cultural moment.
