Christina Nguyen has helped usher creators from the sidelines of movie marketing into the center of the action.
From sending creators onto sets, to pairing them with Hollywood stars, and building entire storylines around them, Nguyen’s work has generated hundreds of millions of views and helped drive audiences to theaters.
To build excitement for “Mission: Impossible — The Final Reckoning,” Nguyen assembled creators from different niches — including Hero DW, Angelica Trae, Joe Mele, and Sam Hutchinson — for a social series in which basketball creator Lethal Shooter tried to solve an unfolding case. The story culminated at the film’s red carpet premiere, where Lethal Shooter and Mele met Tom Cruise.
For “Scream’s” 30th anniversary, Nguyen and the team created a “Scream Kill Tour” T-shirt and sent it to actors who had played victims in the franchise. An initial limited-edition drop of 700 free tees was claimed almost instantly, prompting the company to release an updated version for sale on the Paramount Shop.
Nguyen also demonstrates how being scrappy can pay off. Ahead of the cast filming a day of press interviews to promote the release of “By Any Means,” Nguyen squeezed in 30 minutes for the YouTuber Adam W to quickly shoot some content with the film’s stars. The resulting videos melded Adam W’s comedic style with the movie’s interrogation theme. They generated nearly 10 million views across Instagram and TikTok, per the creative agency Armed Mind, which works with Paramount Pictures.
She’s also breaking new ground in creator marketing with innovative partnerships. For the launch of “Running Man” last year, Nguyen and the team partnered with Strava to launch “The Running Man Challenge,” encouraging top running creators and other users to complete 200 minutes of fitness activities within 30 days to unlock a special badge. More than 139,000 people participated, Strava said.
“She truly approaches each title and opportunity as its own creative platform; a puzzle as opposed to an influencer-marketing formula that needs refreshing,” said Michael Rudin, founder of Armed Mind.
