Reimagining film promotion through unexpected perspectives

Netflix needed to promote Black Knight and Extraction 2 in a way that could stand out within a saturated content environment. The challenge was not just visibility, but creating formats that felt native, surprising, and worth watching beyond traditional promotion.

The approach focused on reinterpreting reviews through unexpected voices and formats. For Black Knight, the narrative was delivered through a truck driver and an oxygen seller, mirroring the world of the series, using scripted film critique language that felt intentionally out of place yet engaging. For Extraction 2, the concept was built around a continuous long-take featuring stunt performers, blending action choreography with real-time commentary about the film. Each piece was designed to disrupt expectations while staying rooted in the story.

The result was a set of videos that felt both entertaining and unconventional, extending beyond standard promotional formats. By combining familiar roles with unexpected delivery, the content created a distinct viewing experience that captured attention and reinforced the films’ identities across platforms.