writing
Ideas Worth Writing Down
Frameworks, case studies, and lessons from 20 years building marketing infrastructure for Oscar-nominated films. Written for people who build things that matter.
From: The Building Block System
"The constraint isn't unique to stop-motion. In almost any creative organisation, the craft is obsessed over while the launch is an afterthought."
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 — not "how do we explain this?" but "how do we let someone discover it?" A 32-million-person answer.
12 min read
LinkedIn · Martinpelham.com
February 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 — and how a framework built for stop-motion animation transferred directly to VR production at Baobab Studios.
10 min read
LinkedIn · Martinpelham.com
MARCH 2026
At the Start of Production, LAIKA's Content Delivery Window Was 48 Hours. We Got It to 6.
That gap is the difference between a campaign that can respond to momentum and one that can only watch it happen. Here is what it actually takes to run an awards campaign for a stop-motion film — and the one detail about studio distribution partnerships that most people outside the industry would never guess.
11 min read
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.
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