Netflix Avatar: The Last Airbender

Fanning the Flame with Creators, Culture, and Creative Freedom

To celebrate the long-awaited release of Netflix’s Avatar: The Last Airbender, REISE partnered with 17 creators from diverse backgrounds, bringing together a strong representation of Malaysia’s multiracial identity. Our strategy was to localise the campaign in a way that felt true to both the show’s spirit and the everyday Malaysian - combining nostalgic fan love with creative, culturally relatable content.

KOLs were categorised into High Effort and Low Effort content tiers. For High Effort creators, we collaborated with a VFX team to execute stunning visuals of elemental bending: air, water, earth and fire - turning everyday Malaysian settings into cinematic universes. For Low Effort creators, the brief leaned into fun, creative freedom and many delivered punchy, inventive takes using simple editing or comedic skits. One of the standout Low Effort creators, Mahish, even added his own homemade VFX twist, proving that creativity doesn’t need big budgets to leave a big impact.

Beyond social content, the campaign roared into an on-ground activation with a creative stunt at one of KL’s most nostalgic cultural hotspots, Pasar Seni. Instead of a traditional lion, the performance featured Appa, Avatar Aang’s beloved sky bison, in a custom lion dance costume. This unexpected fusion of local tradition and pop culture fandom created buzz both online and offline, giving fans a memorable Malaysian moment to celebrate the show’s launch.

Together, the campaign created a meaningful online-to-offline wave, sparking conversations, fan reactions, and a proudly Malaysian interpretation of the world of Avatar.

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