Universal Pictures // Wicked: For Good
Event capture for Universal Pictures' Wicked: For Good brand partnership campaigns
Overview
To celebrate the release of Wicked: For Good, Universal Pictures brought the world of Oz to life through a series of imaginative brand partnerships. Working with Brand Culture, we were brought in to capture the magic of these activations, from following the Yellow Brick Road with Greggs to stepping aboard Belmond’s train to Oz alongside Magnum for an exclusive influencer experience. We created a hero film for each partnership, bringing the experiences and the worlds they created to life.
Challenge
The partnerships were designed to create memorable experiences around the release, with each bringing its own interpretation of the world of Wicked: For Good. The challenge was to capture more than the activations themselves, translating the atmosphere, creativity and sense of magic into films that made audiences feel like they were part of the experience.
Solution
We developed a visual approach tailored to each partnership, capturing the distinctive details, people and experiences that brought each activation to life. From the playful journey along Greggs’ Yellow Brick Road to the immersive Belmond and Magnum experience, we created two cinematic hero films that captured the magic of the partnerships while giving each collaboration its own visual identity.