TikTok x Wicked: For Good
Ahead of the highly anticipated release of ‘Wicked: For Good’, TikTok and Universal Pictures invited content creators to an exclusive screening followed by an immersive afterparty.
Redrock Entertainment was brought on to design and produce the afterparty. With just 30 days to bring the vision to life, the result was a fully realized world-building experience that transformed a rooftop venue in West Hollywood into a cinematic extension of the film itself.
The activation took place the weekend before the U.S. premiere in New York City, positioning it as a strategic early spark for buzz and social momentum.
From concept to completion, we were responsible for ensuring the event felt cohesive, cinematic and unmistakably Wicked. As the lead production partner, we were overseeing end-to-end production and execution, including creative concepting and experience design, full fabrication management, on-site operations, guest journey planning and flow, and logistics coordination including all shuttle transportation from the screening to the afterparty.
Unexpectedly for Los Angeles, severe weather threatened the original rooftop layout just days before the event. Challenged by the conditions, we pivoted quickly, leveraging long-standing relationships with the venue, fabricator and client teams to bring a revised plan to life without compromising creative integrity or the guest experience.
With over 60 million impressions online, the event successfully enabled authentic, creator-led storytelling that amplified film awareness and built meaningful pre-release buzz ahead of ‘Wicked: For Good’.