The Idea of You had the makings of a hit: it was a beloved book, Anne Hathaway’s star power and return to rom-coms, and a swoon-worthy premise. But the challenge was clear: how do you make an age-gap romance feel fresh and aspirational instead of cliché or cringey? Leveraging the idea that romance fans don’t just want to watch a love story, they want to step into it, we blurred the line between the screen and reality, launching fictional on-screen boyband August Moon like they were *actually* real with full blown Instagram pages, song teasers, lyric videos, and behind-the-scenes content that made the fantasy of being “chosen by the world’s biggest star” feel possible.
The payoff was massive: August Moon landed on the Billboard charts before the film even premiered, the trailer broke records with 125M views in its first week, and the film became Prime Video’s #1 romantic-comedy debut of all time — driving 12B impressions, 47M engagements, and 800K mentions across platforms.
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