Client: Sony Pictures Entertainment / Will Smith

Role: VP Social Media / Lead Social Strategist

Services: Develop social campaign architecture for Will Smith, including production capture, creator collaborations, audience targeting, and global press tour.

Challenge:Facing a slumping Summer 2024 box office, Westbrook partnered with Sony Pictures to launch a 360-degree social strategy for Bad Boys: Ride or Die. By utilizing global icons like Lionel Messi and Khaby Lame into as creators for the film, overhauling creative of paid media on-sale assets, and hyper targeting soft audiences with an unusually high volume of custom creative, we drove a campaign that put butts in seats. Bad Boys 4 opened #1 with $104.6M globally, driven by nearly 200 Will Smith posts and almost 1 billion video views across Will Smith’s channels.