Paramount+, a new streaming service, launched in 2021. But with the streaming wars well underway, they needed a big, iconic idea that could help them compete with the Netflixes, Amazons, and Disneys of the world.

In 2021, we debuted ‘A Mountain of Entertainment’ with an expedition to the top of Paramount Mountain. But one year later, with the streaming wars only intensifying, we needed to build on the momentum of our launch and inform new subscribers about what else Paramount+ had to offer.

Beyond that, we needed to establish a conceit that would allow us to write these crossover films for years to come.

In the midst of the streaming wars, we had no choice but to go big.

So, we went 30,000-feet big. And turned the iconic Paramount logo into a literal mountain, where the biggest names in entertainment lived. A frigid cinematic universe called ‘A Mountain of Entertainment,’ inhabited by all the characters from their library.

We didn’t just have one protagonist – we had nearly 100, who came together to create the crossover of all crossovers.

With such a wide-ranging lineup of shows and live events, we set out to prove that Paramount+ had something for every fan. Live sports, breaking news, groundbreaking originals, and a library of classic movies and shows so big, you’ll literally never get through it. We brought this strategy to life by creating a 30,000 foot mountain of entertainment.

We created four films, each exploring a different side to the mountain.

The bucket of water from Flashdance caused a sexy rainstorm. Dora the Explorer explored a mystical cave alongside Peppa Pig. A campfire sing-along paid homage to the iconic Halo theme song. Tim McGraw surveyed the mountain on horseback.

We featured these icons and more, in the most star-studded streaming service campaign ever made. Each member of our sprawling ensemble cast had a role to play. And with each installment, we won over fans and fielded thousands of comments for more episodes and more character mash-ups.

Our films premiered during the some of the biggest media moments of the year like The NFL Playoffs, March Madness, and John Mulaney’s return to SNL.

Our films were viewed over 25,485,071 times on YouTube, driving nearly 35 million subscribers to the service. And Paramount+ was rated the fastest growing brand amongst millennials, outpacing every other streaming service, every cryptocurrency, and even Moderna and Pfizer according to the Morning Consult's report.