In 2021, with the streaming wars well underway, we launched Paramount+ — a brand new streaming service — with a breakthrough brand campaign that turned the iconic Paramount logo into a ‘Mountain of Entertainment.’

The goal of the campaign was to highlight the breadth of Paramount+ content with a creative conceit no other streaming service could replicate—a multiverse built on Paramount’s own logo. The challenge became uniting inherently disparate properties in the most entertaining ways possible, using the biggest faces on the service as creative tools to engage our multifaceted audience. The latest six films featured 51 characters from 31 unique shows, creating character crossovers fans won’t find anywhere else.

With the streaming category more crowded than ever, we had no choice but to go big. So, we went 30,000 feet big, creating a literal ‘Mountain of Entertainment’ where the biggest names in shows, movies, and live sports come together and interact like never before, in ways the category has never seen. A creative platform that keeps up with culture, allows for endless iterations, and shapes the very fandoms it speaks to.

Each installment seeks to build new narratives around familiar faces, turning the brand campaign into yet another piece of Paramount+ entertainment. One that fans have come to anticipate like they would a new season of their favorite show.

With such a wide-ranging lineup of shows and live events, we set out to prove that Paramount+ had something for every fan. But with more choices than ever when it comes to streaming your favorite content, we knew we needed to do more than just highlight the shows and characters you’re already watching. We had to take those characters out of their usual sets and series and turn them into main characters on Paramount Mountain.

We approached the service’s biggest faces not as casted talent, but as Paramount+ influencers. Uniting and combining them in ways that engaged a wide range of audiences and fandoms. We also used them as collaborators throughout the creative process, allowing us to craft storylines that resonated with fans in a unique and authentic way.

Last year, we returned to our frigid cinematic universe with six new films. Each exploring a new side of the mountain, and featuring a new set of characters from Paramount+.

“Bonfire” teased the premiere of the Halo series, with a campfire sing-along from South Park’s Cartman, iCarly’s Miranda Cosgrove, and more. “Wildlife” surveyed the mountain’s natural habitat, where CBS Sports stars, Transformers, and Tim McGraw somehow coexist. “Cave Painting” follows a crew of animated characters like Aang from Avatar and Peppa Pig as they explore a mystical mountain cave. “The Storm” saw the infamous bucket of water from Flashdance cause a sexy rainstorm. “Mr. Garvey’s Mountain Survival Skills” taps Key & Peele's Keegan Michael Key to threaten a class full of cartoon survivalists. And “Stallone Face” took us to the Super Bowl as Tulsa King’s Sylvester Stallone scaled a Mount Rushmore version of his own face.

After debuting in the biggest media moments of the year – from the Grammys to the Super Bowl – these 6 films have amassed over 100 million views across Youtube, Facebook, Twitter, and TikTok.

As stated by Forbes, Paramount+ surpassed massive competitors like Hulu, climbing to 56 million subscriptions at an unprecedented 21% increase. In fact, according to the Morning Consult, Paramount+ was the #1 fastest-growing brand among millennials, outpacing every other streaming service – not to mention, Moderna, Pfizer, and every cryptocurrency. Talk about a mountain-sized stat.