REgal
Cinemas
Regal Cinemas wanted to energize their social presence and connect with moviegoers in fresh ways. I led creative, strategy and photo direction for a yearlong campaign that grew Regal’s social following 4x (from 50K to 200K) while driving stronger engagement and ticket sales.
Creative Direction, Strategy & Production
The Challenge
Movie studios hold tight licensing rules. That meant no Photoshop, no AI, no heavy editing, just scrappy creativity. The challenge was to keep content visually exciting, on-brand, and interactive without relying on blockbuster assets.
The Strategy
The strategy was rooted in interaction. We created scenes and moments that could exist in the universe of a movie, then invited fans to guess the film. We featured actual filming locations and quizzed followers about them. We made Regal’s snacks part of the story, turning candy and popcorn into weekly rituals through Candy Mondays and Popcorn Tuesdays. We also gave fans a closer look at special merch and experiences, from VIP ticket drops to the actual surfboard from The Shallows.
Execution
Execution spanned across formats, from playful stop-motion animations to location photography to billboards and product features. Everything was built lean and fast, proving that when the concept is strong, you don’t need glossy production to capture attention.
Results
The results spoke for themselves. Over twelve months, Regal’s following quadrupled. Engagement rose consistently across quizzes, polls, and user-generated responses, and ticket sales saw a measurable lift through snack and merch campaigns. This campaign showed me that great creative doesn’t have to be about glossy production — it’s about the story you invite people into. By focusing on interaction and relatability, we transformed Regal’s social presence into a community for movie lovers.
