QYOU produced and led a creator-powered cultural moment to promote the How to Train Your Dragon live-action release, leveraging the beloved Toothless head tap to captivate fans old and new. We concepted and directed the #MeetToothlessChallenge, tapping diverse creators across communities to reinterpret the iconic scene through their own formats. The result was a wave of nostalgic tributes, UGC content, and renewed fan passion, helping fuel excitement for the film’s theatrical debut that helped bring in big box office numbers opening weekend!