First airing on Timothée Chalamet’s Instagram account, our “Call Me” short is Timmothée’s highest rated film on IMDB with an 8.8/10. The short became Timothée’s highest performing video content ever posted, earning over 75 million organic views.

We continued the multi-part story premiering new shorts online over the course of 3 weeks, inciting fans to guess, theorize, draw, paint, diorama, remix, and re-edit every frame—countless fan art earning over 6 million views.

This was entertainment over advertising primarily because people wanted more. 6.3 million requests for more—comments, likes, shares, and straight up threats to Apple for more Timothée films.

Apple TV+ is new to a crowded streaming category. Despite becoming the first streaming service to win an Oscar for Best Picture with CODA and take home Outstanding Comedy Series back to back at the Emmy’s for Ted Lasso, not enough people were aware of the brand.

The Brief and the objective the same: Make Apple TV+ famous with a new audience

Who better to tell a new generation of viewers that Apple TV+ is hot than Hollywood’s favorite “it” boy — Timothée Chalamet. With five Best Picture film nominations at the Oscars, and a combined social following of over 20 million followers he was the perfect partner.

For Gen Z, authenticity is key. We had to talk about entertainment as entertainment. And for that, there was no one better to partner with to bring our content to Gen Z than Timothée Chalamet.

Apple TV+ has a current subscriber base that skews older. Our brief was to connect with a younger audience. And for entertainment to resonate with Gen Z, it did have to be entertaining yes, but they also had to be part of it. They had to feel involved.

So, we built our campaign around a multi-part social experience that used Timothée Chalamet’s direct line to a supercharged fandom as a shortcut to the heart of Gen Z.

First we teased the partnership through Timothée’s posts, then dropped our first film. Over the next 3 weeks we premiered new shorts, dropped BTS footage, teased new stills, released fashion carousels, responded to fan theories, and offered clips and gifs for fans to re-mix everything.

75million organic views. Fans made hundreds of pieces of content earning an additional 6 million views. 36.5k mentions and over 6.3million engagmentes. So yes, Gen Z got involved.

The world’s hottest streaming service has attracted the envy of the world’s hottest young star.

In “Call Me”, we follow Timmothée's life as Hollywood’s biggest "it" boy. Confronted by colleagues like Jennifer Lawrence and Jason Momoa landing envious roles, Apple’s award-winning content and its star-studded roster finds him at every turn from billboards to press conferences to photo shoots.

How could he be the best without being on the best streamer?! “Apple, call me.” Timothée finally caves.

Timothée teased the film on Instagram. The next day we released a collaborative post to eager fans resulting in over 2.2 million likes on the post and more than 75 million organic views across all channels.

To give it scale we timed a coordinated moment with NFL playoffs and YouTube mastheads. This kicked off a 3-week period of interactive content drops with fans across Apple and Timothée socials, amplified by Gen Z A-listers like Selena Gomez, Jason Momoa, Maya Rudolph.

We reached a broad audience with 456 million total views and 6.3 million engagements across the entire campaign. Through our Gen Z focus on social, 75 million were organic views.

With 36.5 thousand mentions on social, our film got more conversation than any Super Bowl celeb spots, without ever airing in the Super Bowl.

Fans used our content to create hundreds of pieces of fan art and edits, garnering 6 million views on their own.

Our launch post became the #1 all-time post for the Apple TV+ Instagram and Twitter, and was even Timothée's most liked video post. On Instagram alone, with zero paid, the film got 8 million views and 2.2 million engagements.

Our short is Timmy’s highest-rated film on IMDb with a rating of 8.8/10.

All leading to a huge burst in subscribers and increased reach YOY by 142% with only a 20% spend increase.

As one of the most sought-after actors with one of the best filmographies in the industry, Timothée Chalamet is the “Hollywood It Boy.” He’s been in five films nominated for Best Picture at the Oscars. Plus he’s got a combined social following of over 20 million followers.

With Apple TV+’s commitment to bringing exclusively premium, original content into the streaming landscape, it was a clear choice to enlist the most premium, original talent in Hollywood.