Jeremy Gelbaum on digital/social as the backbone of entertainment marketing

Your favorite movie trailer or poster.

It’s also hard to name my favorite and pin down just one. One that I really admire is one from a 2005 Rian Johnson film: Brick. A film set in the “modern” high school but written, shot and directed like an old crime noir. I love the movie and watching the trailer always feels like a trip down memory lane. Also, it was filmed where I grew up, so it’s nostalgia at its best.

A classic tv show and a current tv show you loved.

A classic show: Friends. It’s gotten a lot of hate lately, but my wife always wears it in the background and I’d walk by, make sarcastic remarks, and then stand and watch, completely “disinterested,” then I was hooked.

Everything is based on the works of Neil Gaiman lately. American gods, good omens, and most impactful and amazing is The Sandman. I absolutely loved the graphic novels so seeing them come to life is amazing.

A recent project to be proud of.

Recently we had the opportunity to cut many things for the film Smile. What initially looked like a small horror film turned out to be a huge success and held the number one spot for a few weeks. It was really exciting to work with a good friend and client, Cat Hough. She is absolutely amazing, smart, creative and kicks ass so much. We’ve been really fortunate to work on a lot of great things and the fact that it’s not just about task -> completion and our clients really enjoy working together is the nicest thing we’ve ever done. Also, dumb TikToks that work well are just icing on the cake.

Someone else’s project that you recently admired.

Oh, I love A LOT of things, but really, the way AppleTV+ has been connecting carousels to shows like Foundation lately has been really, really cool. Also, the trailer for Glass Onion was REALLY cool and I’m excited to see how the rest of the digital campaign fits with the puzzle theme they have. I don’t know who is doing the work on it, but kudos to their super creativity.

One thing about the evolution of entertainment marketing that excites you.

Well, for one thing, I don’t think I’d have a job if it didn’t develop. Really, trailers and TV spots were and still are a big part of any campaign, but the digital and social work is really a backbone. The great thing is that with trailers and TV spots, you’re sometimes tied to a certain strategy. With us, we can change on the fly, create a TON of stuff for many demographics, and serve content to the people who want it, not the people who are a little more compelled to watch. It’s interesting that sometimes you have to direct a play too much to make it feel super underproduced, but that’s the fun part of hiding the pixie dust that we use to create these things.

I see the industry moving into this online space at an even greater rate than it already realized, and I’m really excited for me and my team at Workshop Creative to be at the forefront and collaborating with our clients who are also try to push boundaries and not be afraid to push the creative further.

What you would do if you weren’t in entertainment marketing.

Uhh, I’m not sure how to answer that. My hobby has always been collecting hobbies as I’m a bit of a mess so not sure I could stick to one thing. Maybe start an outdoor adventure brand for parents and kids? (I take my kids camping/backpacking.) Or maybe a writer, books, not scripts? Hmm, maybe a stay at home dad? Cook? Professional Twitch streamer? Uhh, fireman, astronaut. (Never mind, I have bad eyesight.) Realistically, I’d probably be a psychologist or something.


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