Role: Strategist & Creative Conceptualization
Problem
The brief asked for a campaign that answered one provocative question — "are some opinions about movies more correct than others?" — while driving three concrete behaviors: theater visits, app profile creation, and platform participation. The underlying challenge was harder than it looked: people have stopped going to the movies because they have everything at home, making the ask genuinely difficult to justify without a compelling enough reason to show up in person.
The Process
Early concepts leaned too heavily on the social angle without solving the core problem of getting people off their couches. The first version was critiqued as disconnected from the campaign's actual ask. Multiple rounds of revision pushed the team to strip back to one mechanic that tied all three asks together: a user-voted, award-season-timed screening event — the Postmiere — where your opinion literally determines what plays in theaters. The loyalty points integration came out of feedback pushing for a harder incentive, linking theater attendance directly to Letterboxd profile value so that going to the movies made your presence on the platform more meaningful.
The Outcome & Impact
The final campaign created a closed loop where every action reinforced the next — voting required a profile, the profile earned loyalty rewards, and the rewards paid off at the Postmiere. The Blue Carpet social activation gave users a shareable moment before, during, and after the event, extending the campaign's reach beyond ticket holders. The tiered voting system, with Premium users nominating initially and all users voting, also built a natural incentive for paid membership upgrades.
Challenges & Lessons
The hardest part of this project was recognizing that a fun concept isn't enough when the ask is genuinely difficult: getting people back into theaters required a mechanic, not just a mood. The professor's note that everything felt disconnected from the three asks was uncomfortable but accurate, and learning to trace every executional decision back to a specific behavior change sharpened both the strategy and the creative. The biggest lesson was that a campaign with multiple asks needs one spine connecting all of them, or it reads as three separate ideas trying to share a poster.