Launching The Shallows for Sony Pictures

The Shallows is a twist on a classic story of human vs nature – the story of a shark attack in open water where Blake Lively’s character must use her survival skills to overcome all odds. Sony Pictures wanted to launch the movie by bringing to life the challenges she must overcome in a way that would captivate a younger audience. In close collaboration with FUSE, we put together a launch event where 12 internet celebrities from across the globe came together to take part in challenges in shark-infested waters. With professional camera crews on board, a drone camera and a mechanical shark fin, we were able to capture some fantastic footage of these YouTube stars that we are now sharing out across paid and owned channels.

The event ran just over a week ago, so the media campaign is still currently in progress – with a phased market by market rollout that continues until the end of August. Influencers involved include Cheng Loew – Germany, Valeriia Liubarskaya – Russia, Room 94 Members: Sean Lemon, Dean Lemon, Kieran Lemon and Kit Tanton – UK, Francesco Gentile – Italy, Bullysteria (Hector Trejo) – Mexico, Pauline Wang – France, Celopan – Spain, OllieGamerz – Spain and Federico Devito – Brazil.

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For more information, please contact emea@omd.com.

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