Fans were excited to see Kevin Hart and Dwayne Johnson in a new buddy comedy. To keep their enthusiasm ratcheted up high, we set out via social tactics to keep them invested in this odd couple relationship by welcoming them into the fun.

From snappy social content to a UGC-generating microsite, it was all about breaking down the walls between the movie and fans. And as the walls came down, fans crashed through, helping propel Central Intelligence to a $180M worldwide hit.


The Intelli-GIF

When Kevin Hart and Dwayne Johnson get together, anything can happen – so watch out. Better yet, duck or scream or point or laugh. Whatever you feel like.

Knowing young fans love to share GIFs, we designed the Intelli-GIF, a UGC generator that inserted their selfie into one of ten scenes. Not only was their image in the action, but their reactions gave the humor a personal, super sharable twist.


Getting to Know You

Continuing the strategy of blurring the line between fans and the world of CI, we created meme-style videos that turned awkward beats in the Hart/Johnson relationship into learning moments anyone could relate to – and share.