More Than Miyagi
The Oscar nominated actor best known for his role of Mr. Miyagi, left behind a painfully revealing autobiographical record of his much-too-brief time here on earth. Tracing his journey from being bed bound as a boy to the bright lights and discrimination in Hollywood. Deep inside that sweet, generous, multi-talented performer seethed an army of demons, that even alcohol and drugs couldn’t mask.
With an already established audience around The Karate Kid and the trending show Cobra Kai, it was important for us to spotlight Pat Morita’s whole life, start in comedy, and previous projects to give a more robust identity to the documentary.
Working with the team behind ‘More Than Miyagi: The Pat Morita Story’ we found success when leading a well branded and multi-tiered campaign with universal messaging and community support. We were able to lean into the existing audience, while spotlighting featured cast and key campaigns, ultimately expanding the ‘More Than Miyagi’ community. With awareness promos, impactful livestreams, UGC campaigns and custom assets, we were able to have a robust social presence and increase engagement with strictly organic collaborations.
With leveraging giveaways, social takeovers, Tik Tok challenges, livestreams, growth campaigns, and cast collaborations, we were able to reach a wider fan base, deploy a variety or engaging content ultimately growing the film’s awareness. Highlighting engaging clips from Pat’s early career, key clips, and more we were able to brand the film beyond the Karate Kid community.