BAD BOYS: RIDE OR DIE

CHALLENGE: Bring the bromance of the cast and the key themes of the film to a global football audience through social-first, custom video content.

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SOLUTION: We put ex-football players (turned viral pundits) and best friends Micah Richards and Daniel Sturridge's bromance to the test to see if they could match the chemistry of the stars of the film, Will Smith and Martin Lawrence.

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RESULTS: A fun and engaging video that delivered over 12.9M views across talent and 90min.com social channels.