The Creative

during the campaign, we produced over 250 pieces of creative in the span of 4 weeks. a hot & fast turn around gave us an opportunity to craft a brand tone, voice and style right from the beginning. the boss baby instagram page featured varying social content series’ such as ‘Know my ABCs,’ ‘Like a Boss’ and many more. Along with running the social, we worked with Universal’s digital team to create display assets that would further excite the fans for the film’s release. the campaign was a huge success, with Boss Baby becoming one of three Universal films to take over the box office July 4th weekend.

The Team

creative: brad burris, zoe proser, noah estep, james kohlmeier, brian freia, david rosenzweig

producer: nicole blitstein

strategy: nicole stetter, pete soldinger, carla rosales

client: bryce sherman, brianne richards, nicole schelgal

*additional mentions: the key art team at BOND contributed to additional parts of this campaign

 The Ask

the team at Universal reached out to the digital & social team at BOND* in 2020 to assist with their upcoming sequel release, The Boss Baby: Family Business. they were looking for a campaign that not only brought in fans of the original film, but new ones who were excited about the introduction of a new baby, Tina.

for the film’s initial trailer & key art launch, we partnered with Babylist to create a custom registry for Tina with gifts from her fellow Dreamworks friends. Shortly after this, the film’s release date was pushed into late 2021 due to Covid-19 and theaters not reopening.

in May of 2021, we were informed of a new, earlier release date, now July 4th weekend, including simultaneous streaming on Peacock which was a first for the studio & its streamer.