Our mission for The Idea of You was to harness Anne Hathaway’s undeniable star power to craft a story that feels like the ultimate fantasy brought to life—a modern, escapist love story that challenges conventions, breaks boundaries, and leaves audiences dreaming.
We aimed to give viewers a chance to step into a romantic adventure that feels both aspirational and within reach. By blending the irresistible allure of an age-gap romance with the glamour of globetrotting alongside the world’s most famous boyband, we set out to create a wish-fulfillment experience that was equal parts thrilling, inspiring, empowering, and fun.
By leveraging the book’s devoted fandom and the interest surrounding the genre, we sparked early excitement by highlighting Anne Hathaway’s return to the romance genre and teasing her undeniable chemistry with Nicholas Galitzine.
After building a foundation rooted in passion and possibility, we made the fantasy feel tangible by bringing August Moon to life as a fully realized boyband—one so authentic and electric that fans would find themselves wondering, "wait… is this a real band?" We created an official instagram page for his band August Moon, and treated the band like real A-listers with song teasers, editorial shoots, and lyric videos.
From catchy choreography to intimate behind-the-scenes moments, each piece of content pulled fans deeper into their world. By transforming Hayes to a believable global pop icon, we fueled the ultimate fantasy—being chosen by the world's biggest star.
