The Kleenex Score
VML | IMDb | Amazon
IMDb Launches New Emotional Impact Rating System, The Kleenex Score
Ever wish you knew how many tissues to have on hand before hitting play? IMDb is thrilled to introduce The Kleenex® Score, a brand-new rating system designed to give you a heads-up on a film's emotional impact.
The Kleenex® Score helps you anticipate all the tear-jerking moments, whether you're diving into a heart-wrenching drama or revisiting a nostalgic favorite. Now, you'll be prepared for every sniffle and sob!
Idea
Kleenex® partnered with IMDb to create The Kleenex® Score, a unique rating system that helps movie lovers gauge the emotional impact of a film before they hit play. Launched ahead of one of the biggest nights in film, the campaign featured a curated list of Tearjerker Titles—a mix of nostalgic and new films—giving audiences an engaging new way to discover emotional movies and prepare with Kleenex® Ultra Soft.
Kleenex® partnered with IMDb to create The Kleenex® Score, a unique rating system that helps movie lovers gauge the emotional impact of a film before they hit play. Launched ahead of one of the biggest nights in film, the campaign featured a curated list of Tearjerker Titles—a mix of nostalgic and new films—giving audiences an engaging new way to discover emotional movies and prepare with Kleenex® Ultra Soft.
Challenge
Movie lovers often go into films not knowing just how emotional the experience will be. Kleenex® wanted to create a fun and useful way to connect with audiences in those moments of high emotion—before the tears start falling.
Video Wall
Video Wall Plus | Kleenex Score
Custom Landing Page
Press
︎︎︎ AdAge
︎︎︎ MUSE by Clios
︎︎︎ Little Black Book
︎︎︎ Brand Equity
︎︎︎ CW33
︎︎︎ Trend Hunter
︎︎︎ Wersm
Results
The Kleenex Score campaign reached 251 million people across social platforms and significantly boosting visibility. Sales saw a +5.6% increase in the first week compared to last year, climbing to an impressive +14.4% by week four. The campaign also attracted new customers, with 35% of purchases coming from first-time buyers. Additionally, movie enthusiasts upgraded to larger Kleenex packages, increasing spend per unit by $2.93, highlighting the campaign’s success in driving growth and premium product adoption.
Growth
251MM Reach
+14.4% Sales increase from year before
35% New customer purchases
Credits
VML | IMDb | Amazon
Account Executive: Jessica Gazzani
Sr. Sales Account Manager: Mika Toncheva
Creative Campaign Manager: Taylor Ortega
Head of Originals: Lindsay Campbell
Senior Producer: Alex Logan
Sr. Production and Post Mgr: Matt Detisch
Editor: Randall Chu
Production Support: Bapu Griscom
Motion Graphics: Christopher Arens
Head of Creative Studio: Riel Phillips
Sr. UX Design Manger: Zoe Shiovitz
UX Interactive Designer: Wilson Saloj
Senior Art Director: Adam Toma
Sr. Design Technologist: Michael Trueman
Sr. Content Marketing Manager: Michelle Nelson
Sr. Sponsorship Editor: Vanessa Wesley
VML | IMDb | Amazon
Account Executive: Jessica Gazzani
Sr. Sales Account Manager: Mika Toncheva
Creative Campaign Manager: Taylor Ortega
Head of Originals: Lindsay Campbell
Senior Producer: Alex Logan
Sr. Production and Post Mgr: Matt Detisch
Editor: Randall Chu
Production Support: Bapu Griscom
Motion Graphics: Christopher Arens
Head of Creative Studio: Riel Phillips
Sr. UX Design Manger: Zoe Shiovitz
UX Interactive Designer: Wilson Saloj
Senior Art Director: Adam Toma
Sr. Design Technologist: Michael Trueman
Sr. Content Marketing Manager: Michelle Nelson
Sr. Sponsorship Editor: Vanessa Wesley
For Your Consideration
2025 Cannes Lions
Media, Silver Lion
Creative Commerce, Bronze Lion
3 Shortlisted Cannes Lions (Brand Experience and Activation, Direct Data & Technology, Direct Culture & Context)
2025 Cannes Lions
Media, Silver Lion
Creative Commerce, Bronze Lion
3 Shortlisted Cannes Lions (Brand Experience and Activation, Direct Data & Technology, Direct Culture & Context)
USAA Flight Simulator
IMDb | Publicis Groupe | USAA
Surrounding the exciting return of Maverick, IMDb Creative Studios worked in partnership with Publicis Groupe and USAA to give Top Gun’s cross-generational fanbase a variety of custom content, including the first-to-market USAA Flight Simulator game.
Inspired by Navy fighters and Maverick’s sky-high movie action, the USAA Flight Simulator transported players into the cockpit of a Navy-certified F-18 during the film’s opening weekend. Military-centric elements including a personalized Call Sign Generator, U.S. Navy-supplied imagery, and reactionary sound FX helped to create an authentic experience for players, while building brand awareness and excitement for the blockbuster release. Players were able to use their mouse on desktop and a control pad on mobile to fly the aircraft through USAA-branded rings and collect points before the game timer ran out.
On the day of the release, USAA also sponsored a Live Show takeover on IMDb that featured expert host commentary, cast interviews, trivia and games to build excitement for the film. The overall sponsorship also included 4 original videos about the film that were distributed across the IMDb website and social channels, along with a custom trivia game based on the film exclusively on Instagram.
In the summer of 2022, USAA aimed to capitalize on the buzz and contextual relevance of the Top Gun: Maverick film to build brand awareness and promote USAA Insurance offerings among the military community.Idea:
Surrounding the exciting return of Maverick, IMDb Creative Studios worked in partnership with Publicis Groupe and USAA to give Top Gun’s cross-generational fanbase a variety of custom content, including the first-to-market USAA Flight Simulator game.
Inspired by Navy fighters and Maverick’s sky-high movie action, the USAA Flight Simulator transported players into the cockpit of a Navy-certified F-18 during the film’s opening weekend. Military-centric elements including a personalized Call Sign Generator, U.S. Navy-supplied imagery, and reactionary sound FX helped to create an authentic experience for players, while building brand awareness and excitement for the blockbuster release. Players were able to use their mouse on desktop and a control pad on mobile to fly the aircraft through USAA-branded rings and collect points before the game timer ran out.
On the day of the release, USAA also sponsored a Live Show takeover on IMDb that featured expert host commentary, cast interviews, trivia and games to build excitement for the film. The overall sponsorship also included 4 original videos about the film that were distributed across the IMDb website and social channels, along with a custom trivia game based on the film exclusively on Instagram.
Result
IMDb was able to deliver on aligning USAA with a culturally relevant moment that drove over 190MM impressions. The takeovers garnered almost 77K site visits and on average, there was only a 2% overlap in reach between takeovers, highlighting the impressive reach and scale each individual takeover achieved. In addition, USAA’s flight simulator had the longest dwell time of any IMDb gamified placement, with more than 90 seconds, equating to more time spent with the USAA brand. Social promotion resulted in 591K impressions, 27K video views, and more than 100K engagements.
For Your Consideration
2023 American Advertising Awards
Website Takeover, Gold ADDY winner
Branded Content & Entertainment, Silver ADDY winner
Innovative Use of Interactive/Technology, Silver ADDY winner
2023 American Advertising Awards
Website Takeover, Gold ADDY winner
Branded Content & Entertainment, Silver ADDY winner
Innovative Use of Interactive/Technology, Silver ADDY winner
Project Prometheus
Agency: Ignition Interactive
I contributed to the Prometheus campaign by creating animatics, editing the case study video, and designing select assets—including banners and production design—working closely with creative and art directors throughout the process.
CREDITS
Creative Direction: Chris Eyerman, Evan DeHaven
Art Direction: Nick Boes
Production: Maiko Sakurai, Sheila Iverson, Parker Sapp, Jamie Somphanthabansouk
Copywriting & Strategy: Ashley Crandall, James Cobo, Nina Kauffman, Meredith Rose, Charlie Short
Design: Nick Boes, Andy Burdin, Anyez Cheung, Wilson Saloj , Lucas Camargo, Nick Jones
Production Design: Jacob Jansson
Motion Design: Nick Boes, Wilson Saloj, Jacob Jansson
Development: Codin Pangell, Matt Goshman, Matt Johnston,
David Benjamin, Andres Cruz, Ryan Hovland, Thomas Mulloy, Matt Matijevich
Motion Compositing: Eric DeHaven, Nick Boes
Social Media Coordinators: Lindsey Shaw, Amber Eyerman
Sound Design: Bob Partridge
3D Game Development: Plain Concepts
3D Modeling & Animation: Shaded Box, Octavio Minozzo, Vit Liskutin, Kevin Cahill
VFX: The Molecule, Luis de Leon
Live Action Shoot: Robert Uncles, Stuart Cropley, Morgan Locke
RECOGNITION
CANNES LION
2013, Branded Content & Entertainment Lion - Best Integrated Campaign, Gold
2013, Cyber Lion - Best Digitally Led Integrated Campaign, Bronze
2013, Promo & Activation Lion - Best Online Advertising in a Promotional Campaign, Shortlist
WEBBY AWARDS
Project Prometheus Training Center - 2013, Finalist
Weyland Industries - 2013, Finalist
Project Prometheus Training Center - 2013, Honoree (2 categories)
Weyland Industries - 2013, Honoree
SCREEN MARKETING & DISTRIBUTION AWARDS
2012, Online Campaign of the Year
KEY ART AWARDS
2012, Integrated Campaign, Gold
Weyland Industries - 2012, Gold
FWA
Project Prometheus Training Center - 07.02.2012 Site Of The Day
Weyland Industries - 07.12.2012 Site Of The Day
AWWWARDS
Project Prometheus Training Center - 07.01.2012 Site Of The Day
Weyland Industries - 06.18.2012 Site Of The Day
ONE SHOW
Weyland Industries - 2013, Bronze Pencil
COMMUNICATION ARTS
Weyland Industries - 06.06.2012 Web Pick of the Weak
CREATIVITY
Weyland Industries - 06.06.2012 Web Pick of the Day
X-Men: Bent Bullet
Agency: Ignition Interactive
We expanded the creative scope to span over 25 years of historical footage, weaving events such as JFK’s assassination, the Chernobyl disaster, and the Cuban Missile Crisis into the narrative. The digital media strategy reached broad audiences through major platforms, including broadcast and cultural commentary channels like Nerdwriter.
Marvel’s Digital Entertainment Division partnered with Fox Entertainment’s Ignition—named Digital Agency of the Year—for The Bent Bullet digital campaign.
We expanded the creative scope to span over 25 years of historical footage, weaving events such as JFK’s assassination, the Chernobyl disaster, and the Cuban Missile Crisis into the narrative. The digital media strategy reached broad audiences through major platforms, including broadcast and cultural commentary channels like Nerdwriter.
Visite Website
CREDITS
Creative Direction: Chris Eyerman
Sr. Art Direction: Nick Boes
Art Direction: Shakir Dzheyranov
Copywriting & Strategy: Spencer Donald, J.C. Hutchins
Design: Nick Boes, Shakir Dzheyranov
Image Compositing: Nick Boes, Shakir Dzheyranov, Wilson Saloj
Motion Design: Nick Boes, Wilson Saloj, Sanketh Yayathi, Brad Peters, Ignition Creation - Mograph
Technical Developer: Aaron Buchanan
Development: Chi-Chi Wang, Greg Parks, Ben Priddy, Kendrick Caranicas, Stacey Moore
3D Modeling & Animation: Patrick Surace
Sound Design: Bob Partridge
Ninja x Adidas
Agency: WildCard / 3AM — Loaded
Ninja x Adidas: Chase The Spark
Ninja x Adidas: Time In
Credits
Executive Creative Director / Writer / Director: Evan DeHaven
Creative Director / Senior Copy Writer: Molly Douglas
Designer: Wilson Saloj
CMO: Tara Deveaux
Account: Jason Rein
Producer: Ashley Hsieh
Strategy Director: Shawn Shahani
Product Photographer: Christine DeHaven
Photographer: Tim Tadder
Chase the Spark Credits
Animation: Laundry
Client: Loaded.GG | Adidas
Product Design: Rick Williams
Time In Credits
CGI By: Wolf & Crow
Client: Loaded.GG | Adidas
Product Design: Rick Williams