In The Heights
Work
As part of the Paid Social team at Hearts & Science, I contributed to the domestic theatrical release campaign for “In The Heights” an original musical film from Warner Bros. The genre brought a distinct targeting opportunity — musical films tend to draw a broad, cross-demographic audience, which shaped how we approached platform strategy and audience development throughout the campaign.
The campaign spanned the full funnel across Facebook, Instagram, Pinterest, Twitter, Snapchat, and TikTok, with each platform serving a specific role in building awareness and driving ticket sales.
Promoting an original musical meant connecting audiences to new characters and story while leaning into the emotional and entertainment appeal that the genre naturally carries.
About the film
In The Heights was directed by Jon M. Chu and written by Lin-Manuel Miranda and Quiara Alegría Hudes. It is the story of a sympathetic New York bodega owner in Washington Heights who saves every penny every day as he imagines and sings about a better life.
The film went on to win 11 awards & receive 57 nominations.