AV Squad Creates Trailer Campaign for Lionsgate's Michael Biopic

AV Squad partnered with Lionsgate on the trailer campaign for Michael, the studio's upcoming biopic about Michael Jackson.

The Los Angeles-based independent agency announced the collaboration March 11, sharing a trailer reel that showcases their work on the film's advertising campaign. The project marks a theatrical release partnership between the 15-person creative shop and the major studio.

Lionsgate's Michael chronicles the life of the pop icon, with the film slated for wide release. The trailer campaign represents AV Squad's continued work in entertainment marketing, a category where independents compete for major studio assignments.

AV Squad operates as a creative agency specializing in film and entertainment campaigns. Their client roster includes theatrical releases, streaming platforms, and entertainment brands. The studio describes the collaboration as a partnership, crediting both Lionsgate and AV Squad in the campaign materials.

The announcement follows a pattern of major studios briefing independent agencies for tentpole releases. Theater marketing represents one entertainment category where smaller shops win work alongside holding company entertainment divisions.

No financial terms or campaign budget details were disclosed. The trailer reel demonstrates the agency's execution across multiple formats for the theatrical release campaign.