“Create a campaign that answers the question “Are some opinions about movies more correct than others?” and encourages more people to go to theaters, create profiles, and participate socially in the platform.”

The big screen is the optimal way to view a movie. However, there is no innate reason to tie the app to the in theater experience so how do we connect the two?

As the strategist on the team I gathered primary and secondary data to discover our insight.

As the producer on the project I concepted, filmed, and edited the 30 second hero ad along with my art director Franklina Horvor.

There is no innate reason to tie letterbox to movie theaters as you can log a movie that you saw on streaming. So we tied the theater going experience to Letterboxd itself by suggesting Letterboxd speaker series in historic theaters throughout the country. We also created OOH (Out of Home) ads using frames from popular movies and various opinions on them urging people to have their say on the app.