Engaging audiences for a tentpole Hollywood production takes on a whole other level when the film in question is none other than Christopher Nolan’s time-bending blockbuster TENET. With the insight that filmmakers, students of the craft and even serious content-creating enthusiasts are among the famed director’s greatest fans, Warner Bros. Canada and YOUR BRAND set out to create a social-media-driven initiative that could elevate a call for user-generated content into a time-manipulation-themed filmmaker contest. With an unprecedented prize of $10,000 plus the chance to be featured in the Cineplex Pre-Show, Canada’s filmmaking community showed up in force with hundreds of impressive entries that challenged the concept of time. Ultimately, a winning video was selected by CTV film critic, and contest judge, Richard Crouse. YOUR BRAND managed all aspects of social promotion including creative development, content strategy, social advertising and community management.