Universal Pictures Italy
The M3GAN T3AM
A glitchy, performative activation inspired by the iconic presence of M3GAN, where fashion, AI, and creator challenges collided on a rooftop stage. From the Bad Bitch Box to the final screening, every moment was designed to turn the film’s upgrade narrative into a live, spectacular showdown — celebrating the theatrical release of M3GAN 2.0.
THE CHALLENGE
To launch M3GAN 2.0 in Italy with impact and originality, we needed more than a red carpet. The challenge: transform the premiere into a performative, immersive, and unforgettable ritual that embodied M3GAN’s essence — precision, dominance, and tech-powered charisma. All while engaging top Italian creators and sparking social buzz worthy of a bad bitch comeback.
THE IDEA
We created THE M3GAN T3AM: a hybrid event where live performance meets fashion, AI, and attitude. Set on the rooftop of Cinema Barberini in Rome, the experience was part talent show, part dystopian pageant — and part coronation ceremony. Nine creators were summoned (not invited) to compete in three high-stakes challenges, each led by a live M3GAN performer representing a facet of her identity: killer moves, lethal lipsync, and verbal domination.
All under the sharp, ironic eye of drag icons Karma B, hosts of this twisted showdown.
The goal: crown the perfect M3GAN team. The upgrade. The new version. The threat.
A Glitchy Ritual of Supremacy
From the start, the tone was clear: this wasn’t a party — it was a glitchy takeover.
Guests were welcomed into a tech-pop photo area with glitch effects, LED lights, and immersive booths.
The show kicked off with a triple performance of Oops!... I Did It Again by the three M3GANs, introducing the night’s three challenges:
- Killer Moves (passerella e voguing)
- Lethal Quiz (pop culture meets tension)
- Speak Battle (AI vs. sarcasm showdown)
The audience judged in real time. The fiercest were crowned M3GAN-approved.
From Box to Blast: Creator Activation
Before the event, each creator received the Bad Bitch Box — a kit designed to spark transformation. From unboxings to performances, the social feed exploded with Reels, TikToks, and Stories documenting the rise of the T3AM. The experience ended with an exclusive screening of M3GAN 2.0 — because after a night of domination on the rooftop, it was time for M3GAN to own the screen. One event. One army. One queen.
