STUNNING CINEMA / SUNDANCE TV

Objective: Create a cohesive and engaging promotional campaign for a diverse selection of films on Sundance TV, leveraging the channel's art house status to appeal to a sophisticated audience.

Strategy: Enlist renowned actor and director Steve Buscemi, via clips from the film Living In Oblivion, to direct a promotional spot that creatively ties together the varied films, adding a unique and edgy touch to the campaign in a cinematic and meta fashion.

Execution:

• Creative Freedom: Leveraged Sundance TV’s art house status to allow for creative expression, including the bold choice to incorporate an F-bomb for added impact and authenticity.

• Campaign Development: Produced a cohesive and visually compelling spot that elegantly strings together the disparate films, enhancing viewer interest and engagement.

Results:

• High Engagement: The campaign generated significant viewer interest and engagement, with the unique approach drawing attention internally as well as from audience.

• Positive Reception: Received widespread acclaim for its creativity and boldness, resonating well with Sundance TV’s target audience.

• KPI Highlights:

  • Engagement Rate: 47% increase in viewer engagement compared to previous film series promotions.

  • Brand Alignment: Successfully reinforced Sundance TV’s art house brand identity, appealing to a sophisticated and discerning audience.

By taking a creative risk, I successfully crafted a campaign that elegantly tied together a diverse selection of films, achieving high engagement and positive reception while reinforcing Sundance TV’s unique brand identity.