GENESIS ×
FREAKIER FRIDAY
An integrated brand campaign connecting Genesis with an iconic Disney franchise through storytelling, talent, content and culture.
GENESIS × FREAKIER FRIDAY
An integrated brand campaign connecting Genesis with an iconic Disney franchise through storytelling, talent, content and culture.
GENESIS ×
FREAKIER FRIDAY
An integrated brand campaign connecting Genesis with an iconic Disney franchise through storytelling, talent, content and culture.
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. For Genesis, that meant using the film’s family-centered story to build awareness and broaden its appeal with women and families.
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. For Genesis, that meant using the film’s family-centered story to build awareness and broaden its appeal with women and families.
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. For Genesis, that meant using the film’s family-centered story to build awareness and broaden its appeal with women and families.
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’ ambition to introduce its brand to new audiences.
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.
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’ ambition to introduce its brand to new audiences.
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.
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’ ambition to introduce its brand to new audiences.
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.
THE BIGGER PICTURE
The partnership was designed to extend beyond the screen, using the film integration as the foundation for a broader campaign across content, experiences and media.
FRANCHISE EXTENSION
Integrated Genesis’ GV60 and GV80 into the film as extensions of the characters’ personalities, with Tess driving the all-electric GV60 and Anna the GV80, connecting the vehicles to the story’s themes of family, independence and rediscovery.
CUSTOM CONTENT
Extended the on-screen integration through custom creative featuring the film’s characters and talent, connecting Genesis’ luxury positioning with the humor and generational dynamics of Freakier Friday.
EXPERIENTIAL ACTIVATIONS
Brought the partnership to life through premiere and experiential activations, creating opportunities for audiences to engage with Genesis beyond the screen.
MEDIA AMPLIFICATION
Extended the campaign across linear, social and digital channels, using custom creative to connect the film integration with Genesis and reach audiences beyond the theater.
THE BIGGER PICTURE
The partnership was designed to extend beyond the screen, using the film integration as the foundation for a broader campaign across content, experiences and media.
FRANCHISE EXTENSION
Integrated Genesis’ GV60 and GV80 into the film as extensions of the characters’ personalities, with Tess driving the all-electric GV60 and Anna the GV80, connecting the vehicles to the story’s themes of family, independence and rediscovery.
CUSTOM CONTENT
Extended the on-screen integration through custom creative featuring the film’s characters and talent, connecting Genesis’ luxury positioning with the humor and generational dynamics of Freakier Friday.
EXPERIENTIAL ACTIVATIONS
Brought the partnership to life through premiere and experiential activations, creating opportunities for audiences to engage with Genesis beyond the screen.
MEDIA AMPLIFICATION
Extended the campaign across linear, social and digital channels, using custom creative to connect the film integration with Genesis and reach audiences beyond the theater.
THE BIGGER PICTURE
The partnership was designed to extend beyond the screen, using the film integration as the foundation for a broader campaign across content, experiences and media.
FRANCHISE EXTENSION
Integrated Genesis’ GV60 and GV80 into the film as extensions of the characters’ personalities, with Tess driving the all-electric GV60 and Anna the GV80, connecting the vehicles to the story’s themes of family, independence and rediscovery.
CUSTOM CONTENT
Extended the on-screen integration through custom creative featuring the film’s characters and talent, connecting Genesis’ luxury positioning with the humor and generational dynamics of Freakier Friday.
EXPERIENTIAL ACTIVATIONS
Brought the partnership to life through premiere and experiential activations, creating opportunities for audiences to engage with Genesis beyond the screen.
MEDIA AMPLIFICATION
Extended the campaign across linear, social and digital channels, using custom creative to connect the film integration with Genesis and reach audiences beyond the theater.
PARTNERSHIP IMPACT
FRANCHISE EXTENSION
Extended Freakier Friday beyond the theatrical experience, bringing its characters and story into new consumer touchpoints through an integrated brand partnership.
A NEW AUDIENCE
Introduced Genesis to audiences through a story centered on women, family and generational relationships, extending the brand beyond traditional automotive marketing.
SHARED BUSINESS VALUE
Created a partnership that supported Disney’s theatrical campaign while advancing Genesis’ broader brand-building objectives, connecting entertainment storytelling with a meaningful marketing opportunity.
PARTNERSHIP IMPACT
FRANCHISE EXTENSION
Extended Freakier Friday beyond the theatrical experience, bringing its characters and story into new consumer touchpoints through an integrated brand partnership.
A NEW AUDIENCE
Introduced Genesis to audiences through a story centered on women, family and generational relationships, extending the brand beyond traditional automotive marketing.
SHARED BUSINESS VALUE
Created a partnership that supported Disney’s theatrical campaign while advancing Genesis’ broader brand-building objectives, connecting entertainment storytelling with a meaningful marketing opportunity.
MY ROLE
PARTNERSHIP STRATEGY
INTEGRATED MARKETING
CROSS-FUNCTIONAL LEADERSHIP
Led the Genesis partnership from strategy through activation, shaping the partner integration, film execution and broader marketing platform around Freakier Friday.
Directed cross-functional execution across Disney, Genesis, production and agency teams, overseeing campaign development and activation across the theatrical launch.
MY ROLE
PARTNERSHIP STRATEGY
INTEGRATED MARKETING
CROSS-FUNCTIONAL LEADERSHIP
Led the Genesis partnership from strategy through activation, shaping the partner integration, film execution and broader marketing platform around Freakier Friday.
Directed cross-functional execution across Disney, Genesis, production and agency teams, overseeing campaign development and activation across the theatrical launch.
MY ROLE
PARTNERSHIP STRATEGY
INTEGRATED MARKETING
CROSS-FUNCTIONAL LEADERSHIP
Led the Genesis partnership from strategy through activation, shaping the partner integration, film execution and broader marketing platform around Freakier Friday.
Directed cross-functional execution across Disney, Genesis, production and agency teams, overseeing campaign development and activation across the theatrical launch.
LET'S CONNECT
Have a project, opportunity, or idea worth talking about?
LET'S CONNECT
Have a project, opportunity, or idea worth talking about?
LET'S CONNECT
Have a project, opportunity, or idea worth talking about?
