29-Year-Old's Agency Creates Social Content for Blockbuster Movies

Propellerhead, a Los Angeles-based agency founded by 29-year-old Aidan Tanner, specializes in creating social media marketing content for movies and television shows. The firm has worked on promotional campaigns for major releases in 2024, including "The Odyssey," "Supergirl," Billie Eilish's concert film, and new seasons of "House of the Dragon" and "Avatar: The Last Airbender."

Tanner's career in social media began in 2018 when he sent a cold email to actor Will Smith's team. At the time, Tanner was working as a camera shooter and editor in Canada. He noticed Smith's nascent efforts in posting vlogs and saw an opportunity, recalling "instinctively" spotting that "If he’s taking this seriously, maybe he’s thinking about putting together a team."

Six months later, Smith's team contacted Tanner and invited him to film social content with the actor in Budapest. The two-week engagement included Smith climbing the Széchenyi Chain Bridge to dance for a social media challenge. Tanner filmed and edited the footage, which garnered 4.5 million views on YouTube.

Propellerhead has since expanded its client roster to include significant players in the film industry. For 2023, Tanner's agency worked on campaigns for "One Battle After Another," "Mission: Impossible, The Final Reckoning," and the final season of "Stranger Things."