Submitted by 22 IMPACT

Premiere: Good Fortune

22 IMPACT handled talent representation and coordination for Lionsgate UK at the London premiere of Good Fortune, generating a reported 3M+ combined social and editorial reach.

3M+ combined social and editorial reach generated across talent posts and digital press surrounding the premiere event.combined social and editorial reach
3M IMPRESSIONSimpressions

Case in 60 seconds

Lionsgate UK needed talent presence at the Leicester Square premiere of Good Fortune, an event whose press attention belongs to the film's own cast, so any additional talent has to justify carpet access.

The campaign appears to turn on a premiere carpet functioning as shared media territory, because a creator with fashion and culture credibility converts a film moment into content his own audience recognises as his rather than as studio promotion.

Place a single represented creator on the red carpet as 22 IMPACT's own presence, so the agency's talent management is demonstrated through the work rather than described in a deck.

22 IMPACT ran talent identification and casting, negotiation and contract management, creative direction and alignment, usage and exclusivity rights, production logistics and transport, and client and talent communications, with Tay Moses on the carpet and multi-platform distribution across social, paid and digital.

22 IMPACT reports 3M+ combined social and editorial reach generated across talent posts and digital press surrounding the premiere event, with no split given between the social and editorial components.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Based on the available evidence, the work sits where film promotion meets creator culture, because a Leicester Square premiere carries established press ritual while a creator audience expects the same moment delivered in a personal register.
Film premieres concentrate coverage on cast names, so a brand or agency seeking presence competes for attention it does not own; the page does not state how carpet access was negotiated.
22 IMPACT positions itself as the layer between Lionsgate UK and talent, holding scheduling, contracts, rights and on-site support rather than supplying creative for the film itself.
The page describes Tay Moses as a trusted name for Ray-Ban, JD and Meta, which suggests casting for existing brand credibility rather than follower scale, though the page does not describe an audience rationale.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • 22 IMPACT (lead_agency)

Creator role

  • Tay Moses — creator
  • Tay Moses — creator

Results & Evidence

MetricValueResult type
combined social and editorial reach3M+ combined social and editorial reach generated across talent posts and digital press surrounding the premiere event.reach
impressions3M IMPRESSIONSimpressions

Why 22 IMPACT's strategy worked

  1. 1

    A premiere already generating press coverage lets a single creator's posts sit inside earned editorial pickup, which is why one placement can report reach at a scale a standalone post would not reach.

  2. 2

    An agency representing its own talent at a client event doubles the work as a demonstration of the roster, so the case study serves both the campaign record and new business.

  3. 3

    Where a delivery list runs from casting through usage rights and transport to post-campaign analysis, the value offered reads as coordination across a fixed event window rather than creative output alone.

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