When developing a campaign for Dungeons & Dragons: Honor Among Thieves, Paramount turned to us. We pulled together a team of core D&D players, casual fans and newcomers to determine the best path forward. Ultimately, the key word we all agreed on was: accessibility. We wanted to immerse audiences in the fun-filled adventure. legitimizing the film among core fans while intriguing wider audiences with a comedic tone and marvel-esque grandeur. So we devised a clear tone for the campaign: our voice was not in-world character, but rather a 4th-wall-breaking, satirical and omniscient voice that addresses the audience directly. This tone can be seen in everything from Trailer through TV, Social and all the way through to reviews and accolades. 

RESULTS: Dungeons & Dragons opened at #1 at the box office and newcomers and core-fans alike touted the film as one of the years most fun-filled adventures!