HOW WE HELPED MAKE MISSION: IMPOSSIBLE, POSSIBLE
Marketing Campaign
YOUR MISSION, SHOULD YOU CHOOSE TO ACCEPT IT...
How do you out-run and out-stunt the world's most elite operatives?
You make it your mission, and channel what they do best.
Racing against the campaign clock, we delivered a tactical plan worthy of Ethan Hunt and the IMF — first-ever partnership activations, international competitions, museum exclusives, and even a training regimen befitting of our global fanbase of operatives.
As the 7th film in the franchise, M:I doesn’t just boast a huge fanbase — it boasts distinct DNA. We had to:
- 1) Showcase groundbreaking, 1st-ever stunts that are bigger, faster, and more dangerous than ever before.
- 2) Leverage the film’s core tenets—action, spycraft, technology, and high stakes—as well as its beloved cast
- 3) Lean into what’s new: Exotic locations. Global stakes. A new repertoire of gadgets.
Our mission, which we chose to accept, went a little like this…
Client Paramount Pictures
Project Mission: Impossible Dead Reckoning Part I
What We Did
- Strategy + Ideation
- Social Content
- Copywriting
- Event Coordination
- Partnerships
- Influencers
- Mailers
- Video
M:I X GEOGUESSR
An IMF agent doesn't just deploy around the world — they also need to be able to hunt down their targets by finding them in the world, first.
Naturally, we called in Trevor Rainbolt. The social media phenomenon is world-famous for doing what agents like Ethan do best: finding the unfindable.
Timed perfectly with our release window, we partnered with Trevor as he hosted the world’s 1st-ever GeoGuessr World Cup, a high-stakes geography-guessing competition. Livestreamed on-set from Sweden, the world’s top geography players competed for a Mission-inspired vacation as millions online watched the inaugural event.
The Human Satellite
As the world’s preeminent digital geography influencer, Trevor Rainbolt boasts 9 million followers across his platforms. There, the GeoGuessr virtuoso pinpoints remote global locations with uncanny accuracy—a perfect tie-in and amplifier for our spycraft-led world.
Mission: Impossible Prize Pack
Working directly with GeoGuessr in Stockholm, we integrated bring Mission: Impossible into the event, raising the stakes with an unforgettable prize pack for the competition's champion — a Mission Impossible-themed trip to Italy to tour some of the most iconic locations from the film, IRL.
M:I X PETERSEN MUSEUM
There is no Mission: Impossible without unforgettable stunts, and Dead Reckoning Part I delivered not only the biggest stunt in the franchise—but the biggest stunt, ever, on film.
We paid homage to these daredevil feats by partnering with the Petersen Automotive Musem in Los Angeles to host a special exhibition boasting two of the vehicles from the film: the motorcross bike Tom Cruise rode for the jump that made moviemaking history, and the Fiat 500 that served as Ethan Hunt's getaway car during a hair-raising escape through the streets of Rome.
Working directly with the Petersen Museum, we helped develop the exhibit, designed and edited its signage and materials, and supported the vehicles' delivery from set to Los Angeles.
M:I X NYC MARATHON
Running memes notwithstanding, IMF agents like Ethan Hunt must train to stay ahead of the enemy — and that means plenty of sprints.
With the NYC Marathon in our window, we set out to help the broader running community achieve their own “impossible” missions — setting new personal records in the race.
Among others, we collab’d with fitness influencers Molly Ertel and Korey Rowe, sending bespoke “mission briefing” mailers that they unboxed for fans. Arriving in engraved M:I-inspired briefcases, the kits boasted running gear, custom “Agent” ID cards, and digital briefing videos.
From there, our creators developed custom training content to motivate NYC’s marathon runners, including custom Mission-inspired HIIT workouts, motivational messages, and live AMAs, where they gave intel to help audiences train like an IMF agent.
