The "Machete" Moment: Danny Trejo x Madame Tussauds Hollywood
The Hook
How do you launch a wax figure for the "Unofficial Mayor of Los Angeles" during a global pandemic? You put him in a lowrider, hide a golden machete, and turn a product launch into a cultural event.
The Strategy (The "Brain")
This wasn’t just a celebrity booking; it was a data-driven play. I conducted extensive research into local demographics and tourism sales trends to identify that Danny Trejo was the ultimate "white-space" opportunity for our Hollywood location. He represents the soul of LA—from his redemption story to his iconic food empire. I pitched the concept to global leadership, secured the approval, and built a strategic roadmap to maximize PR and ticket sales.
The Execution (The "Grit")
I served as the lead strategist and talent liaison, forming a close partnership with Danny and his team to ensure every touchpoint felt authentic.
Social Synergy: During the initial "sitting," I orchestrated a cross-platform Live stream with Danny’s 10M+ followers, instantly validating the campaign through celebrity endorsement.
The Viral Pivot: To maintain momentum during COVID-19 delays, I directed teasers that kept fans engaged for over a year.
The "Golden Machete" Campaign: I designed and executed a city-wide scavenger hunt across LA landmarks (Venice Beach, Trejo’s Donuts). I personally hid the "Golden Machetes" and posted real-time clues, driving massive social engagement and local news coverage.
The Lowrider Debut: I directed a promo video featuring Danny "rescuing" his figure and driving it through the streets of LA in his classic lowrider—a piece of content cited as one of the most successful in Tussauds’ history.
The Big Win (The Results)
The campaign culminated in a star-studded red carpet launch featuring the Mayor of Los Angeles and a media frenzy.
150+ National Media Hits (including Access Hollywood, Associated Press, and Good Day LA).
15.7 Million Impressions.
Record-Breaking Social Engagement through influencer and celebrity collaborations.
From the measurements sitting at our studio, to filming promos together across Los Angeles, to the grand VIP red carpet launch party, this was a campaign experience to remember. Below are two videos written & directed by Helen Larimore for Madame Tussauds Hollywood.
Links for reference
Internal Recap Deck for Merlin Entertainments worldwide team - created and presented by Helen Larimore
Figure Launch Media Coverage - Daily Mail