Amazon MGM
Project Hail Mary
Experience
/ 2026
Rocky, meet NYC
2Player got the call from Giant Spoon to launch Amazon MGM's Project Hail Mary with a first-of-its-kids red carpet stunt. We pitched the multi-beat campaign "Written in the Stars" in which Rocky himself hijacked NYC media to plead for help to save the dying sun before showing up to ask the favor face-to-face to Ryan Gosling at Lincoln Center for the global premiere… as a towering interactive hologram.
A fist bump in the stars over Lincoln Center
For days, Rocky's transmissions "BIG PROBLEM, STARS SICK, BE VERY READY" glitched across 300 subway live-boards, transit centers, and finally Times Square. Finally, Lincoln Center went dark, and a 50-foot interactive sky-scale hologram of Rocky (built in partnership with Kaleida) descended over the star-studded red carpet. We live-directed Ryan Gosling for the show's closing beat: a best buds reunion and an interstellar fist bump with the world's favorite alien.
By morning, the fist bump was the image of the premiere, anchoring coverage in The Hollywood Reporter and a week of NYC feeds as Project Hail Mary opened as 2026's surprise hit and Amazon MGM's biggest box office to date.
Creds
Agency: Giant Spoon
Hologram: Kaleida, Framestore
Brand: Amazon MGM Studios
Design: Hey Beautiful Jerk
Talent: Ryan Gosling
ECD: Monica Herman
Producers: Margaret Morici, Jarrett DePasquale, Elena DiMento Cook
Creatives: Brad Hall + Whit Jenkins
Account: Victoria Sobel, Mitchell Linville
