I can’t resist a good murder mystery, so Lionsgate's new title Knives Out was right up my alley. Almost two years before release I was invited to pitch a variety of onset creative including; character poster concepts, custom social ideas, and partnership executions. I was happy to find out that most of the ideas got produced.

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Then a few months before launch we were brought on to be the social AOR, where we handled around the clock editing, content creation, community management, and social listening for the new franchise. We used a lot of snark and reactive memes to fuel conversation. We also produced a bunch of meme-y in world ads for the a-list cast. The box office responded and Knives Out became the most talked about film of the holiday season (based on social volume) except for Star Wars.