Process
8 min read
Twelve weeks out: how a release campaign actually runs
Teaser poster, trailer, characters, social, billboards, premiere. The order matters more than people think.
Most of our campaigns start twelve weeks before release. Here is the order we work in, and why.
Weeks 12 to 8
The teaser poster goes up first, with no title. Then the teaser trailer and the character posters, all shot or cut from the same material so they share a grade.
Weeks 6 to 0
Social takes over: a daily vertical from the unit stills archive. The full trailer lands at week four, billboards at week two, and the premiere closes the campaign.
Because one team makes all of it, nothing has to be redone to match something else.
Written by the Tessolo crew
Edited by Ines Varga, creative director
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