Coraline

Coraline was the first film from Oregon stop motion studio, Laika. Founders Phil Knight and his son Travis were unhappy with Universal's brazenly average plans to launch the movie. So they changed course and, with precious little time before launch, tasked us with developing a campaign that would help Coraline win at the box office. Our primary hurdle was that Coraline would get pigeonholed as just another kids' movie, limiting its box office potential despite its rich artistry and broader appeal.

As the strategist, I turned this challenge into an opportunity. By surfacing the cautionary "be careful what you wish for" theme, we created intriguing content that appealed to mature as well as young audiences. Through primary research intended to find a USP for Coraline, I discovered that the hand-crafted nature of the stop motion film made parents feel better about taking their kids to it. It had more substance and was even "nourishing" compared to the CGI junk food of the day. Together, this dual approach freed the film from the "just for kids" trap.

To deliver our message and build momentum, we pioneered one of the earliest influencer outreach strategies. We identified key voices who could amplify our message. Our team immersed ourselves in their communities, aligned them with the film's most compelling elements, and equipped them to generate pre-launch buzz. This strategy fed into our innovative three-phased rollout: 1. Activate Influencers. 2. Mass Intrigue. 3. Mass Awareness.

The result? A film projected to make $9 million became (at the time) Focus Features' second-highest grossing release ever. As of 2025, it sits at number six.