FYC THE WAY IT SHOULD BE
In the year-round mission to stand out from the seemingly infinite stream of great content, we embrace the unconventional, the impactful and the bold.
Our approach champions specialized strategy, arresting images and unexpected moments both on-screen and IRL and to make sure great work gets noticed.
The best way to get people talking about your project? Give them something to talk about. We created a custom digital hub for Ford v Ferrari, which hosted a series of one-of-a-kind video pieces featuring the cast and filmmakers that drew direct connections between the themes of Ford v Ferrari and the experience of making the film.
Our social strategy leveraged a wave of Renée Zelleweger buzz — deemed the “Renée-ssance” — into a series of Renée-focused FYC pieces, culminating in an awards season sweep.
We created custom burner phones straight out of the world of Saul Goodman, pulling viewers even deeper into the intrigue of Better Call Saul with a ‘phone instruction manual’ introducing the cast and crew. That season, BCS received nine Emmy nominations, including Outstanding Drama Series and Lead Actor.
Talk about big, outside-the-box impact — our campaign included vintage magazine takeovers, a character-driven stunt campaign featuring fan favorite Susie Myerson (with a real office phone number that connected fans to a comedian from a women’s improv group in L.A.), and painting the town pink with fan-favorite Sherman-Palladino quotes. In addition to the show’s 8 Emmy Awards (mazel tov!) the campaign also won two 2018 Clio Awards — one for The Marvelous Mrs. Maisel Magazine Cover Takeover Campaign (Gold Winner) and one for The Marvelous Mrs. Maisel Overall Emmy Campaign (Silver Winner).
We drew timely connections between Hulu’s prescient original series and our current social and political climate, using our FYC campaign buy, not only as a reminder of the impact of the series but also as a call to action for fans and awards voters.
We worked closely with the client and show creators to produce a high-concept mini FBI case dossier based on actual 1970s government files that was sure to remain on the top of the pile.
We also think INSIDE the box to consistently create top-notch mailers and packaging that push the boundaries of a cluttered medium. Of note: our premium box set for Netflix FYC, which housed every episode (yes, you read that right) of their original series. The 20lb mailer caught the attention of voters and yielded 54 nominations for the service.
