Objective: Create a video that will be used to virally promote the premiere of New Line Cinema’s Snakes On A Plane. Create emotional connection to the video by using fan art or original content; there should be no connections or affiliation with the studio. 

Requirements: Use existing fan artwork and content from early promotions of Snakes On A Plane and Samuel Jackson. The video must be entertaining and capture the moment, be catchy, accessible, and easily shareable to friends on the internet. The creative style must feel like fan-made material, but have professional fidelity.

Results:  Created a viral “meme-mashup” video that leverages wildy popular “All Your Bass” music video with Snakes On A Plane fan art (from existing fan forums and new composites). A new version of the song was created in the “All Your Bass” style. Uploaded final video to YouTube.com (as user CroFabJoe, a play on anti-venom medication) and referral link was published to various distribution channels. The video was an immediate viral sensation. It was received well the movie industry as a successful way to promote new film releases. The video eventually garnered success as 12th most viewed video on YouTube (2006) with over 2 million views.