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.’ Where the biggest names in entertainment come together and interact like never before.

This year, we brought our mountain peak back to the peak moment in advertising—the Super Bowl. And we gave fans the crossover of all crossovers with Hollywood legend, Sylvester Stallone, climbing a Mount Rushmore version of his own face.

And to target a broad service-hopping audience, we needed a film that united inherently disparate properties and fandoms in the most entertaining way possible. So we enlisted 10 beloved Paramount+ characters, spanning 7 unique shows and 4 different entertainment networks. Creating a film that tapped into fandoms as disparate as Star Trek and MTV’s Beavis and Butt-Head in a single film.

The director worked with a vast team of stunt choreographers and VFX artists, as well as the project’s production designer to seamlessly insert a prone twisting Sylvester Stallone into a wintry mountain landscape. Director worked with agency and VFX artists to previz and shape the Rushmore-like mountainside Stallone face. Then there was the task of directing Stallone and all of the rest of the cast, none of whom were together on set at the same time – throwing out structured improvisation and helping to find the shape and absurdist tone of the piece.

“Stallone Face” became a character mash-up fans couldn’t find anywhere else. Needless to say, they took notice. After our giant talking rock debuted on the biggest media day of the year, it amassed over 46 million views across Youtube, Facebook, Twitter, and TikTok. And according to Forbes, Paramount+ surpassed massive competitors like Hulu, climbing to 56 million subscriptions at an unprecedented 21% increase. Cementing Paramount+ as the home of the biggest collection of entertainment in streaming today.