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A Look Back:The Tortured Poets Department(Pixar's Version)
A Look Back: The Tortured Poets Department (Pixar's Version)
As we look back on 2024, there's a moment that continues to stand out as a benchmark of success. Beyond likes, when we evaluate the success of a moment of campaign, we do so through three key values — brand value, cultural value, and artistic value. This year, our Pixar "The Tortured Poets Department" moment captured all three.
Ahead of its release, our team identified Taylor Swift’s The Tortured Poets Department as a key opportunity to amplify a moment on social media. Our goal was to capture audience attention through the relatable humor and emotion of Pixar’s iconic IP combined with the power of a well-timed reaction to the highly anticipated album.
As soon as Taylor Swift posted the track list on social media, we knew fans and the general public would be all over the upcoming album release – breaking down the titles of the songs, what they mean, and who they're about. We quickly began planning how we could be reactive on the day the album dropped.
In the days leading up to the release, we collaborated with Pixar to create a post that would nod to the album while putting their titles at the forefront, featuring iconic scenes reinterpreted as the song titles. When the album dropped at midnight, Pixar immediately reacted by posting the series on their social channels. Our proactive timing and partnership enabled Pixar to be the first major brand to jump on the trend, kicking off the cultural conversation and endless fan iterations.
To create the series, our team identified moments from Pixar IP that matched thematically and tonally with lyrics and song titles from The Tortured Poets Department. Those scenes, set in black and white with the staggered type style mimicking the art direction of the album, came to life as a carousel on Pixar’s owned channels.
The post received outstanding excitement from users, with over 550K likes on Instagram and 1.1M views and 221K likes on TikTok, generating buzz around Pixar’s page on social media and in the press.