Netflix wanted to galvanize excitement for Happy Gilmore 2 in a way that resonated with audiences who may not naturally connect with golf. Traditional marketing wouldn’t cut it; the challenge was to make the film culturally relevant and meaningful. Our task was to position Netflix not just as a distributor, but as a platform that centers culture, amplifies authentic voices, and shapes the conversation around entertainment and sport.

We built a cultural content strategy rooted in real voices and cultural gravity. Through the Disruptors: Redefining the Game activations in Atlanta, Miami, and Los Angeles, we activated talent like Roger Steele and Lou Young—commentators whose influence spans sports and Black culture. Each city paired with a media partner that carried cultural weight: Atlanta – The Pivot, Miami – Freaky Friday with Cam Newton, Los Angeles – All The Smoke. From production to travel logistics, on-site direction, and final edit delivery, we handled every detail to ensure content felt native, seamless, and culturally aligned. Flexibility was key—pivoting quickly allowed us to lock in the strategy that connected most strongly with audiences. The result: social-first content that felt authentic to the platforms and communities it reached.

The campaign generated 384K+ views across Netflix Instagram platforms, amplifying Happy Gilmore 2 within cultural conversation and contributing to it becoming the highest-viewed release in Netflix history. Beyond numbers, the work reinforced the value of cultural alignment, flexible creative leadership, and intentional storytelling. Creative Noize showed that marketing can do more than promote—it can engage, inspire, and leave a lasting imprint on culture.