Challenge: Lionsgate was searching for a social promotion campaign for Sebastian Maniscalco’s new movie “About My Father”.
Action: As a creative director at XX Artists Agency, I collaborated with our strategy and social teams to create the strategy and tactics targeting Sebastian’s primary audience of Gen X and Millennials. I led the mock-up creation and collaborated with the strategy team on the pitch deck.
Result: We ultimately won the pitch and impressed Lionsgate with our plus-up out-of-home tactic for missing peacock flyers.
About the project
From Screen to Real Life
The movie provided many funny moments to capitalize on by bringing them into the real world with plus-up add-ons to our social media pitch. I collaborated with our internal account team to develop the ideas for an out-of-home campaign and an Instagram Live opportunity. I led the design for the mockups and helped write the pitch deck copy.
The pet peacocks of the country club had significant moments in the movie. Our out-of-home campaign concept was to place missing peacock posters with QR codes in cafes and businesses and post them on trees and poles in key promotional cities.
The odd duck of the family was the hippie brother, Doug, known for his interesting take on meditative practices. We pitched the idea to host an Instagram Live event with Doug leading a sound bath experience.
Lionsgate was excited to further develop and incorporate our plus-up ideas into their movie promotion plan.
Relatable Moments
We wanted to capitalize on sayings everyone could relate to even if they hadn’t seen the movie. From sh*t your parents say to slang used regularly in families. I worked with our strategy and social teams to ideate shareable posts and engagement tactics, then led the design direction for the deck mockups.
We pitched the idea to have Sebastian record himself explaining the meaning behind Italian slang and mimic dictionary entries with motion design. To garner engagement opportunities, we created poll ideas to highlight things people say versus what they mean.
Fake Ads
Throughout the movie, several items and businesses are key in character development. I brainstormed with our internal account teams to pitch ideas for fake ads to be released during the movie’s social channel promotion.
The cologne before-bed ritual had memorable moments in the movie. I led the development of the fake ad, which mimicked a 1990s Drakkar Noir ad. We pitched additional ideas to Lionsgate for an ad for the Country Club featured in the movie and Salvo’s Hair Salon.
