Space Jam Launch

HBO Max needed to relaunch a nostalgic franchise in a way that spoke to multiple generations, from the adults who grew up with the original film to today's younger sports and pop-culture fans.

Social listening revealed something very specific: fans already wanted to see Rayssa Leal, the young Olympic medalist, inside the Space Jam universe. That bridge between sport, nostalgia, and pop culture was exactly the emotional trigger the campaign needed.

We built a multichannel activation in which every HBO Max digital and social channel was taken over by a character from the film. On Twitter, the hashtag #spacejam2 let fans submit their names and receive, within minutes, a personalized jersey for their own "team," while Rayssa Leal interacted live with the characters.

Multichannel digital and social activation, with real-time personalization and celebrity presence.

The reboot became a cultural phenomenon, uniting different generations in a single conversation and driving engagement far beyond a typical launch campaign.