The Challenge

How do you create cultural buzz around the launch of a Marvel film,  before Marvel became the cultural juggernaut it is today? 

To support the premiere of Guardians of the Galaxy Vol. 1 on HBO, we were tasked with generating multichannel excitement across LATAM by creating a campaign that felt bold, immersive, and unexpected, not just more Marvel noise.

What We Did

We built a full-spectrum transmedia campaign that lived across:

• OOH: A striking outdoor billboard series in high-traffic zones, highlighting each Guardian as a street-style hero.
• Social: Instagram storytelling that connected the billboards to short, shareable, in-character posts with hashtags and geotags driving audience interaction.
• BTL (Below the Line): A playful grassroots experience that brought Baby Groot to life literally. We produced thousands of custom mini-pots labeled “I’m a Guardian of the Galaxy” and activated them in street-level giveaways that turned viewers into co-creators of the Groot phenomenon.

The Result

• Thousands of Instagram shares tied to the campaign hashtag
• Real-life Groot pots popping up in homes, offices, and on social feeds across the region
• A new standard set for how film premieres could engage audiences beyond the screen
• HBO positioned as a master of entertainment storytelling, both on and off air

Why It Mattered

This wasn’t just a Marvel moment it was a proof point that storytelling scales. By activating OOH, social, and street-level audiences simultaneously, we helped HBO transform a movie premiere into a cultural movement, one pot-sized Guardian at a time.