Baywatch brought sun, slow-mo, and unapologetic ridiculousness back to the big screen. To match the film’s over-the-top humor and The Rock’s larger-than-life energy, we built a social campaign that leaned all the way into the funny. From meme-worthy quote cards to custom edits made for cast amplification, everything was designed to showcase the film’s self-aware charm, with lifeguards saving lives while uncovering a criminal conspiracy and throwing shade in every direction.
The creative leaned into bold editorial design, summer-soaked color palettes, and quick-cut motion pieces that felt built for scroll culture. We tailored content for Instagram, Snapchat, and X, making sure each platform got its own flavor of beachside chaos.
At the heart of it all was the chemistry between Dwayne Johnson and Zac Efron. Their dynamic drove the campaign’s tone, with "hero vs. hothead" punchy side-by-side assets and running jokes that carried through the rollout. It was loud, absurd, and exactly what fans showed up for, helping Baywatch make waves across digital and social platforms.
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Role: Creative Director
Client: Paramount Pictures
