The goal was to integrate recognizable and beloved figures from the Italian audience who could add value to the project, generate organic conversation online and in the media, and strengthen the film’s positioning among Gen Z, family, and pop culture audiences. We proposed and engaged Lazza, one of Italy’s most listened-to and followed rappers, who lent his authentic voice to the character, generating significant media visibility and social buzz while reinforcing the connection between the gaming world and Italian pop culture.