£1M
DTC revenue.
Built from nothing.
Zero to 25+ licensees in three years.
6 consecutive
Oscar-nominated productions.
Every one.
Including one BAFTA, one Golden Globe,
three Emmys
32.6M
One Studio.
No ad spend.
People reached organically
152,968
Community members.
Counted, not estimated.
Warner Bros • LAIKA • Baobab
The people who make things and the people who sell things do not speak the same language. Most organisations oscillate between the two and call it tension.
There is a third way. It requires someone who has genuinely lived in both worlds — not a marketer who learned to love creativity, not a creative who learned to tolerate commercial reality, but someone who has built the infrastructure that lets both sides work together.
At Warner Bros. that meant building the first digital pipeline for stop-motion animation while the cameras were already rolling. At LAIKA it meant translating between a studio culture making extraordinary things by hand and the social platforms that could take those things to audiences of millions.
The underlying work is always the same. Two worlds. One bridge. Something neither side could make alone.
featured case study
How Do You Market a Philosophy?
The LAIKA Social Strategy · 2014–2019
Five Films. One Community. 32 Million People.
LAIKA makes films by hand — twelve frames per second, four to six seconds of footage per week. The studio had extraordinary things to show. But showing what the studio found impressive and showing what an audience found meaningful turned out to be entirely different things.
The shift was in asking a different question. Not "how do we explain this?" but "how do we let someone discover it?"
32.6M
People Reached
152,968
New community members
4.58%
Engagement Rate
(vs 1-3% benchmark)
Including one BAFTA, one Golden Globe,
three Emmys
$0
Paid Media Spend
Ideas Worth Writing Down
WRITING
Frameworks, case studies, and lessons from 20 years building marketing infrastructure for Oscar-nominated films.
LINKEDIN • MARTINPELHAM.COM
march 2026
How Do You Market a Philosophy? The LAIKA Social Story
The studio had extraordinary things to show. But showing what the studio found impressive and what an audience found meaningful turned out to be entirely different things. The shift was in asking a different question.
LINKEDIN • MARTINPELHAM.COM
march 2026
The Building Block System: Operational Architecture for Six Award Seasons
Six Oscar-nominated productions. Ninety percent reduction in content turnaround. The system that made marketing possible inside a production pipeline that was never designed to support it.
FREE DOWNLOAD
15,000 words on how creative organisations find the language between making and selling. Drawn from 20 years of practice at Warner Bros. and LAIKA. Free, in exchange for an email address.
Build the Bridge
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