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 YBIMC 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. YBIMC managed all aspects of social promotion including creative development, content strategy, social advertising and community management.