“Sinners” by Ryan Coogler — Promo Strategy

Role: Senior Strategist

At Wild Card Creative Group, I was brought in to analyze audience response to the first teaser for Sinners and uncover insights that could shape future creative. Through social listening across YouTube, Twitter, and fan communities, I identified what was resonating — from the buzz around Jordan and Steinfeld’s casting to excitement over a vampire genre revival and the cultural intrigue of a 1930s Mississippi setting.

The audit also surfaced challenges: genre confusion, unmet expectations around fear vs. horror, and fan demand for a larger role for Hailee Steinfeld. I synthesized these insights into actionable recommendations, including highlighting the film’s music to deepen cultural resonance, spotlighting key characters more prominently, and sharpening messaging around Ryan Coogler’s genre-bending approach.

Alongside the creative feedback, I produced weekly sentiment reports for the studio to ensure brand safety and cultural alignment, particularly with Black and Hispanic audiences.

Impact: My insights directly influenced the direction of the second trailer — informing which cast members were featured, which narrative beats were emphasized, and how cultural themes were positioned — resulting in a fan-first trailer rollout that felt both resonant and authentic.