Following on from the success of our Daphne social campaign for Altitude, our next assignment was The Florida Project. In addition to producing bespoke creative, we managed the film’s social channels to promote the release and garnered further excitement with coverage from the red carpets and junkets.
THE FLORIDA PROJECT
WHAT WE DID
We captured bespoke content down at the junket, where we had the opportunity to talk with both the cast and director. From this footage, we created a set of videos, giving us chance to focus on the prestige of Willem Dafoe, and to introduce the film’s emerging stars.
On the social creative side, we developed a range of assets that fitted in with the warm and vibrant aesthetics of the film. Integrated text was used for animated and static review quotes, making the words feel like they were part of the scene. The film’s strong dialogue was captured within static quote cards, in addition to being animated with dynamic text and kinetic typography. A scrolling video panned sideways through key moments from the film, interspersed with reviews and accolades – a great way to make the most of the real estate in fans’ feeds.
In addition, we created an illustrated map of the world of The Florida Project, which echoed classic theme park guides. This was developed as an Instagram 9 Grid, with each panel launching into a video themed specifically with that location. This asset was placed exclusively with Picturehouse Cinemas.
Red carpet coverage of the LFF red carpet was posted across Facebook (title and Altitude pages), Twitter, Instagram and Instagram Stories. We also invited influencers to screenings to create buzz around the release as well as enable the film to reach new audiences.
THE RESULTS
The bespoke content captured at the junket was amongst the top performing pieces; particularly the quiz with Brooklynn and Valeria, which ranked as the top organic post on Facebook and Twitter. A variety of Instagram Stories, with talent CTAs and three additional videos, received great engagement from fans – and the cast themselves!
Our red carpet coverage garnered close to 5.5k impressions and 400 engagements overall, while influencers attending screenings resulted in positive reviews reaching to a combined following of 183.9k.