Sonic the Hedgehog 3
For Sonic the Hedgehog 3, I worked across a set of ambitious campaign activations designed to bring the film’s energy into the real world — from a nationwide schools competition with the BBFC to large-scale London projections and a breakout outdoor installation.
Paramount Pictures
2024
Lead
British board of film classification black card competition
Worked with the BBFC on a nationwide schools competition, inviting young people to design a Sonic-inspired BBFC Black Card. The campaign reached 4,100 students across 150 schools and received more than 1,300 entries — the highest number the competition had received at that point. I also wrote bespoke scripts for Ben Schwartz to use across the competition announcement and winner reveal films, with the winning family invited to attend the film’s premiere.
LONDON PROJECTION
To build on the London Eye lights switch-on, we brought Sonic and the gang into the streets of London through a series of large-scale projections, showing them racing against time to catch Shadow. It was important that the activation felt unmistakably real, so the content deliberately showed elements of the projection equipment and production process rather than presenting it as FOOH. The resulting film was shared on YouTube and generated more than 270K views.
BREAKOUT OOH
Using the campaign’s key creative featuring Sonic and Shadow, we developed a breakout OOH execution designed to create greater impact on the street. Lighting was incorporated into the build to help the billboard stand out during its December run and give the installation an added sense of energy and spectacle.
