Central Intelligence

Warner Bros.

Fans were excited to see Kevin Hart and Dwayne Johnson in a new buddy comedy. To ratchet up their enthusiasm, we invited them to become part of the fun: a little Hart, a big Johnson, and you. And as the walls between movie and fans came down, fans connected with the campaign, helping propel Central Intelligence to a $180M worldwide hit.


We leaned into the likeability of both stars by creating meme-style videos that turned awkward beats in their relationship into learning moments anyone could relate to – and share.


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