DMM partnered with Fox Searchlight to forge the theatrical social media campaign for Tolkien, based on the early life of author and Oxford professor, J.R.R. Tolkien. Our social media strategy aimed to establish the film as a biopic about the man behind the epic fantasy works many know and love (The Hobbit, Lord of the Rings, etc.), honing in on his obsession with language and the early influences behind his writing. By showcasing three main pillars in particular - Courage, Fellowship, and Love - we kept our social creatives on each platform focused on meaningful, intimate moments and leaned into the aesthetic of the film, building assets and experiences that fans appreciated across socials.