For this incredible documentary about artists who covertly built and lived in an apartment in a hustling, bustling mall, I worked directly with the director and his team to devise creative and served as the voice behind quick-turn community management responses. I also worked closely with other creatives as both social strategist and creative director to create compelling in line with platform best practices.
Overall, this is one of the best campaigns I've ever worked on. It's rare that you have a full team that's passionate about a project and has fun deploying its campaign, with an integrated team from top to bottom that was eager to try new things and test our limits. I highly suggest checking out director Jeremy Workman's interview with Ted Hope's Hope For Film Substack for a peek behind the curtain at the overall campaign.
Here is what our smart, tactful marketing efforts netted for this self-distributed documentary:
- $850,000 at the box office
- 200+ theaters over the course of 4 months
- a Netflix debut at #4
Social Media Posts
We made so many posts for this movie! Here is a mere sampling that features some of my favorite writing.
Community Management
I spent a lot of time in the weeds replying to comments on posts about the movie, alternately nudging people toward seeing it in theaters and also just having a lil' fun.
