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    American Assassin
    CBS Films tasked PopShorts with increasing social engagement and building anticipation among M25-54 for the theatrical release of their new action thriller, American Assassin.
    Our Solution
    Action-Packed Strategy

    We challenged the most elite influencers on Instagram to walk in the shoes of the American Assassin cast for a day by taking a crash course into tactical action movie training.

    Four Elite
    Our Work
    Athlete & Bodybuilder
    Steve Cook
    Training to be an American Assassin
    To get a taste of the tactical training Dylan O’Brien and Michael Keaton received for American Assassin, we put Steve Cook through an epic one-day crash course. Camera crews captured the action from every angle, giving his Facebook and YouTube audiences unprecedented insight into action movie training.
    Epic Slo-mo Clips
    Influencers shared slow motion clips of the martial arts training with the professional stuntmen from 87eleven Action Design to their social media channels.
    BTS Action
    The influencers used Instagram Live & Instagram Stories to share behind-the-scenes clips of themselves performing acrobatic takedowns, arm bars, Krav Maga knife and gun defenses, knife throwing, and sharpshooting exhibitions.
    Movement Coach
    Kaisa Keranen
    Teasing the Full Videos
    Photos of the influencer team all geared up while wearing American Assassin shirts were used to tease the release of the full videos.
    Worldwide Online Trainer
    Parker Egerton
    Rounding Out the Campaign
    60 Action-Packed Seconds
    We edited the footage to create one-minute “hero” cuts for each influencer that were optimized for distribution on Instagram to their millions of followers.
    Fitness Model & Bodybuilder
    Jeff Seid
    Box Office Beat

    Research has shown that the social media engagement and anticipation PopShorts helped CBS Films build for American Assassin helped the film go on to perform strongly at the box office and beat expectations.

    12.5 million
    people reached
    social engagements
    99% positive
    408% of goal
    campaign benchmark
    Here are a few of the recognitions we received for this campaign.
    Best Instagram Partnership
    Audience Honor
    Best Instagram Partnership
    Social Media Campaign
    Arts & Entertainment
    Social Media Campaign
    Adobe Students
    Inspiring the Next
    Generation of Students
    CBS Films
    American Assassin’s
    Badass Influencer Activation
    A Simple Favor,
    An Engaging Mystery
    Home Centric
    Launching Home Centric’s
    First Standalone Store