CASE STUDY
From Dancer To Prime Time
To position Stephen 'tWitch' Boss as a prominent actor in the 4th installment of Summit Entertainment's, a Lionsgate Company, Step Up: Revolution, we carefully orchestrated a comprehensive press campaign that strategically engaged media and maximized the talent available. Through targeted press opportunities, we showcased 'tWitch' and the entire cast and crew, emphasizing the significance of this captivating story and the esteemed Step Up film franchise. Our thoughtful approach ensured that the media received an immersive experience, driving excitement and anticipation for the movie's release. By spotlighting 'tWitch' and the film's talented ensemble, we effectively elevated the film's visibility and solidified its position as a highly anticipated addition to the Step Up franchise.
STEPHEN
TWITCH
BOSS
HIS STORY
Stephen tWitch Boss
THE SKILLS
TV Judge | TV Personality | Host | Choreographer | Dancer
Stephen “tWitch” Boss was more than a dancer—he was a movement. Born and raised in Montgomery, Alabama, his early passion for hip-hop dance evolved into a dynamic career that captivated audiences around the world. His breakout came on So You Think You Can Dance, where after narrowly missing the Top 20 in Season 3, he returned in Season 4 and secured his place as a fan favorite and eventual runner-up. With unmatched charisma and a distinctive popping style that earned him the nickname “tWitch,” he quickly became a household name in the dance world.
Following standout performances on SYTYCD, tWitch landed roles in Step Up 3D and Stomp the Yard: Homecoming, and joined The LXD (The Legion of Extraordinary Dancers). He reappeared on SYTYCD as an All-Star, contributing to Emmy-winning choreography. His visibility expanded with roles on FOX’s Bones, Touch, and viral short films like 3 Minutes. He also launched the “tWitch Boss Clothing” line and joined the board of the Dizzy Feet Foundation to support underprivileged dancers.
But it was Step Up: Revolution that marked a turning point. Cast once again as Jason, tWitch stepped into a leading role in Summit Entertainment’s fourth installment of the globally successful franchise. This was more than a return to the big screen—it was a chance to redefine his public image. With SNA Communications leading a meticulously orchestrated campaign, tWitch’s role was elevated from dancer to multi-hyphenate talent. His presence dominated press junkets, major entertainment platforms, and a star-studded Hollywood premiere that shut down Hollywood Blvd. By combining his personal journey, authentic voice, and artistic excellence, tWitch solidified himself as not only a powerhouse performer—but as a respected and rising figure in the entertainment industry.
THE OBJECTIVE
The objective was to strategically position Stephen “tWitch” Boss as a breakout star in Step Up: Revolution by elevating his profile beyond the dance world and establishing him as a credible actor and entertainment personality. Through a targeted media relations campaign, premiere activation, and high-visibility press opportunities, the goal was to amplify his role within the film, drive mainstream recognition, and solidify his presence within the broader entertainment landscape—all while aligning with the prestige and momentum of the iconic Step Up franchise.
THE SOLUTION
CHANNELS + SERVICES
To strengthen Stephen “tWitch” Boss’s profile and establish him as a rising force in entertainment, SNA Communications implemented a full-scale publicity and talent activation strategy. In close collaboration with Summit Entertainment, we developed a targeted campaign that positioned tWitch as a central figure in the film’s marketing narrative. From exclusive media opportunities and national television bookings to a meticulously orchestrated press junket and red carpet rollout, every component was designed to enhance visibility, drive engagement, and reinforce his crossover appeal from dance icon to on-screen talent.
Key Strategic Actions:
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Partnered with Summit Entertainment to shape the film’s press narrative around tWitch’s rising star power.
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Organized and managed an extensive press junket with top-tier national and entertainment media.
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Secured high-impact broadcast appearances, including The Ellen DeGeneres Show, Access Hollywood, Entertainment Tonight, and more.
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Oversaw talent logistics and media relations for the Hollywood premiere at Grauman’s Chinese Theatre.
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Curated red carpet and press opportunities to maximize visual and interview coverage.
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Placed editorial features and digital coverage across major platforms such as Entertainment Weekly, USA Today, Yahoo!, and Collider.
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Created consistent, narrative-driven messaging to highlight tWitch’s evolution from dancer to actor and on-screen personality.
IMPACT IS IN THE METRICS
The campaign generated remarkable outcomes that elevated Stephen “tWitch” Boss from acclaimed dancer to a breakout entertainment personality. Through a robust press junket and national media tour, tWitch was featured in an array of high-profile interviews across broadcast, digital, and print platforms. Appearances on The Ellen DeGeneres Show, Entertainment Tonight, Access Hollywood, EXTRA! TV, E! News, KTLA5, FOX, ABC, NBC, and Good Day LA brought him into millions of living rooms across the country. He was also spotlighted in editorial features and digital coverage from Entertainment Weekly, Los Angeles Times, New York Post, USA Today, Collider, Us Weekly, Yahoo!, MSN, DailyMail, InTouch Weekly, Life & Style, OK!, HollywoodLife, Dance Spirit Magazine, Screen Daily, Clevver TV, BlackTree TV, and more. The campaign generated over 1.2 billion total media impressions and 380+ million social media impressions, with a true reach of 185+ million and a strong average engagement rate of 8.7%. Video content, including red carpet interviews and behind-the-scenes features, amassed 22+ million views across platforms like YouTube and Google. The Hollywood premiere at Grauman’s Chinese Theatre—complete with full red carpet coverage and a takeover of Hollywood Blvd.—cemented tWitch’s visibility as a major player in the entertainment space. The campaign successfully transitioned him from dance phenom to multi-dimensional actor and public figure with staying power.
PERFORMANCE
1.2B+
380M+
MEDIA
IMPRESSIONS
SOCIAL MEDIA
IMPRESSIONS
60+
185M+
PUBLICITY INTERVIEWS
TRUE REACH
(ESTIMATED)
COURTESY OF SUMMIT ENTERTAINMENT
STEP UP: REVOLUTION CLIP
COURTESY OF FOX
STEPHEN TWITCH BOSS INTERVIEW AT THE STEP UP: REVOLUTION WORLD PREMIERE
STEPHEN TWITCH BOSS
IN LOVING MEMORY
STEPHEN TWITCH BOSS
DANCER + CHOREOGRAPHER + ACTOR + PRODUCER
