PARAMOUNT PICTURESGLADIATOR 2
INFLUENCER MARKETINGInfluencer marketing campaigns
We developed a large scale co marketing promotional campaign in collaboration with Paramount Pictures and Atac an immersive project capable of combining cinema, urban transport, branded entertainment, and influencer marketing, turning the city into a true narrative stage. The campaign included 3 promotional contents with different formats and languages, designed to engage diverse audiences through digital and social platforms:
THE QUINETTOS
The Quinetto’s are a group of influencers known for their original and dynamic content that tells, with irony and creativity, everyday life. On Instagram, they share sketches, trends, and group moments, engaging an ever growing community thanks to the energy, spontaneity, and strong bond that distinguishes them.
We recreated a branded subway in CGI, completely inspired by the film’s epic aesthetic. The protagonists of the content: TheQuinettos, a duo of talents who create CGI and have over 10 million followers, suddenly find themselves transported into a subway filled with references to the film. An immersive effect between magic and spectacle.
LUCA VETRONE
Luca Vetrone is an Italian influencer, model, and personal trainer, born in 1995 in Benevento and raised in Riccione. Graduated in Sports Science, he started as a nightclub entertainer and participated in Mister Italia in 2017. He became known to the public thanks to the reality shows Uomini e Donne, Temptation Island, and especially L’Isola dei Famosi 2023, where he placed second. On social media, he has over 260,000 followers on Instagram and a large fanbase on TikTok as well, where he shares content about fitness, lifestyle, and motivation. Appreciated for his authenticity and charisma, he is now an emerging figure in the Italian digital entertainment scene.
A gladiator wakes up in contemporary Rome, confused among public transport and people with smartphones. After a series of gags and misunderstandings, he enthusiastically discovers the Tap & Go feature by Atac, which allows him to enter the metro with a simple swipe of his card. A comedy content piece that combines storytelling, public service, and entertainment.
TAP & GO DI ATAC
Tap & Go® by ATAC is the system that allows you to travel in Rome on public transport (metro, buses, trams, urban railways) simply by tapping a contactless card or smartphone on the reader at the turnstiles or on board. It works with credit, debit, or prepaid cards from the Visa, Mastercard, and American Express circuits, also via Apple Pay or Google Pay. Registration is not required, but if you sign up on MyAtac you can view your travel history and enable monthly passes. A fast, convenient, and secure system for those who live in Rome or are just passing through.
We imagined a subway existing during the time of the Roman Empire: inside the carriage, warriors and Roman senators move through the astonished crowd. Suddenly, they break the apparent calm to announce the upcoming release of the film in a theatrical and epic way. A costumed content piece that surprises with its setting, performance, and timeless storytelling.
METRO BRENDING
The advertising campaign involved not only traditional media but also extended directly into the urban context, integrating into the city’s daily fabric. An entire subway train was fully customized with a “Gladiator 2” theme, becoming a true experiential vehicle. Both the exterior graphics and interior decorations were designed with visual references to ancient Rome and the film’s epic imagery, recreating the atmosphere of the Empire in every detail. Passengers, both locals and tourists, thus found themselves immersed in a unique scenic journey, transforming a simple urban commute into an engaging and memorable experience, capable of amplifying the film’s impact far beyond the movie theater.
BRANDED TICKETS
To promote the film in a widespread and original way, 1,000,000 customized ATAC tickets were printed and distributed, each decorated with graphic elements and creative designs directly inspired by the movie. These were not simple travel tickets: they became real collector’s items, capable of capturing passengers’ attention and creating a visual and emotional connection with the film. The initiative brought film promotion into the heart of daily life, accompanying citizens during their commutes and turning each public transport ride into an opportunity to engage with the film’s narrative universe.
INSANE SCREAMER
To support the promotion of the film Gladiator II, we involved Insane Screamer in an original and immersive activation, capable of blending entertainment, historical education, and branded content. The project included the production of two experiential videos, in which the creator personally experienced the life of a real Roman legionary.
CONTENUTI ZERO
For the launch of the official trailer of Gladiator 2, we involved ContenutiZero in an ironic and theatrical activation, perfectly in line with their style and the epic tone of the film. In the content, the creators transformed into unlikely Roman senators, dressed in tunics, cloaks, and laurel wreaths, to comment live on the release of the trailer.
Analyzing it with a solemn and deliberately exaggerated tone, as if it were a crucial political event for the Empire. Witty remarks, out of place historical quotes, and over the top reactions made the content perfectly viral and memorable, keeping the focus on the trailer while at the same time delivering pure entertainment.
