Somebody I Used to Know

A social creative strategy and influencer campaign that highlighted the authenticity and innovation of the film’s unique take on classic wedding movie genre.


Amazon Prime Video partnered with DMM on a social creative strategy and influencer campaign for Alison Brie and Dave Franco’s genre-busting wedding-themed rom-com, Somebody I Used to Know.



Our social creative approach seamlessly blended the naturalistic artistry of the film within the existing social ecosystem of Prime Video’s comedy-genre handle, @LaughTrackPV. We utilized talent-led footage from writing team / real-life married couple, Dave Franco & Alison Brie, to give fans an in-depth look at the film via hilarious scene breakdowns and heartfelt callouts to the film’s realistic depiction of modern romance. We paired these authentic talent pieces with dynamic, laugh-out-loud videos, as well as a character-driven clipping strategy.

To further amplify the film’s theme of finding yourself, we tapped popular influencer, Hunter Prosper — known for his viral “Stories from a Stranger” video series on Instagram and TikTok — to attend the red carpet premiere and produce three introspective videos with the cast, including Dave and Alison, and co-star Jay Ellis. This well-received collaboration generated more than 1.8M views across platforms. 


Our social and influencer campaign cut through the Valentine’s Day rom-com noise and helped Somebody I Used to Know soar to the #1 film in the US on Prime Video.