Lights out and away we go! DMM took to the track for a dynamic social campaign for Warner Bros’ F1 The Movie.
DMM partnered with Warner Bros. on the social campaign for F1 The Movie, navigating all the twists & turns of a Formula 1 race while keeping our eyes on the finish line: driving theater attendance, galvanizing the F1 fandom, and reaching a wider audience.
We shifted gears throughout the campaign to meet evolving tone and audience targets, flexing between high-octane drama and lighter, fan-forward moments. By strategically deploying different soundtrack cues, content types, and copy tones, we successfully spoke to both diehard F1 fans and opportunity audiences alike.
High-adrenaline moments electrified our creative approach – focusing on sleek and energetic visuals that demanded attention on our audiences’ busy feeds. Our star talent was the focus of our creatives, putting them in the driver’s seat to reach a wider demographic.
DMM led platform management for F1 The Movie across Instagram, TikTok, Facebook, and X, crafting a content approach that matched the adrenaline of race weekend while staying nimble through shifting objectives. We adapted copy and asset rollout in real time to meet new tone and audience pivots, balancing dramatic intensity with lighter, fandom-driven beats. Soundtrack selections were strategically used to tap into different emotional registers and demo appeal.
Through ongoing alignment across WB, Apple, and F1, we maintained consistency, speed, and creative integrity on a campaign built to accelerate. F1 The Movie opened as the #1 Movie in the World, making it Apple Original Films’ highest grossing film, and Brad Pitt’s biggest global grosser ever.
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