While some knew Amy’s rough-edged humor from her Comedy Central show, she was still relatively unknown to the cineplex crowd. So we looked to introduce America to Amy Schumer’s provocative comedic persona with edgy, tailored, “Amy POV” content. The strategy paid off big. Fueled by video, original social content helped deliver a hit – and a much stronger than anticipated $30.2M opening weekend.


Working directly with Amy, we filmed several original concepts, finishing off green screen footage with original animations to generate millions of views. Amy caught fans off-guard on Instagram, Pinterest, even Tinder… and on Twitter, fans got the personal touch with TweetBack Badges celebrating Trainwreck-worthy behavior.

Digital Ads

We teed up the trailer with custom edits showcasing a series of “Tips” from Amy and also integrated the Top 3-performing social pieces. In addition, all videos and social pieces could be shared on Facebook and Twitter directly from the banner.