Supplement the primary social campaign for Universal Pictures and DreamWorks' Live-Action How to Train your Dragon with elevated, arresting specialty pieces.

Ideate beyond standard campaign content blocking and tackling to concept four-quad key content to bring the soundtrack to life and engage the elusive Gen Z male demo.

Raise the stakes with fresh takes on expected campaign beats, focusing on elements to age up the content. In one case, spotlighting characters through the lens of their primary weapons to reflect the brutality of war; and in the other, blurring the lines between Book of Dragons lore and the epic theme by composer John Powell.

Lucita joined six other agencies on the HTTYD Social Campaign, which was recognized as a Silver Winner at the 2025 Clio Awards.