Business Challenge: How can we showcase Netflix as a leader in entertainment documentaries, by heroing Jennifer Lopez’s documentary Halftime?

Solution: Leveraging a strategic brand partnership with the iconic Millennium Dance Complex studio in LA, we took over the hero Red Wall Studio to launch the Let’s Get Loud Studio, a 3-day pop-up with dance classes set to J.Lo’s hero songs.

Timed to the release of Netflix’s J-Lo Halftime Documentary, the classes were led by renowned choreographers with strong social followings, including: Kaycee Rice, Kiel Tutin, Sienna Lalau and Nicole Kirkland. 

Content was created of each class, posted on MDC’s YouTube, TikTok and Instagram channels with millions of subscribers, along with two live streamed classes to extend the reach beyond LA with views from Denmark, London, Mexico and more.

The activation generated 47M+ impressions with 400+ organic social posts from dancers attending the studio.

Executed in partnership with Mission