To mark the 40th anniversary of Queen’s ‘Bohemian Rhapsody’ our aim was to create a worldwide press moment to celebrate the occasion. We produced three unique reinterpretations of the song, collaborating with the English National Ballet, Royal Academy of Music and Trinity Boys Choir. The videos were seeded across national media, with The Guardian creating content encompassing all three institutions, ensuring we reached varied and large audiences. The videos generated 3.8 million views with a combined international press reach of 890 million.