MUBI
SEEN IT ALL?
MY ROLE:
Strategy
Concept
CW
Concept
CW
TEAM:
Art Director: Daniil Moratsev
Art Director: Marzie Moazenie
Art Director: Marzie Moazenie
MUBI is successful in its niche—a streaming platform for those who appreciate independent cinema. But that niche is limited. To grow, MUBI needs to show a broader audience that there’s something for them, too.
A challenge in a moment where people feel overwhelmed by content and increasingly seek simplicity—a shift reflected in the rise of digital detox and 90s nostalgia.
But what people are truly tired of isn’t content. It’s sameness.
Algorithm-driven platforms reinforce repetition, leading to fatigue and numbness. What audiences are craving instead is a breakthrough—something that surprises, inspires, and moves them.
That’s exactly what independent cinema offers.
Stories that feel unfamiliar. Emotions the mind couldn’t construct on its own. Experiences that feel almost unreal. Like substances—but enriching, grounding, and entirely legal.
A challenge in a moment where people feel overwhelmed by content and increasingly seek simplicity—a shift reflected in the rise of digital detox and 90s nostalgia.
But what people are truly tired of isn’t content. It’s sameness.
Algorithm-driven platforms reinforce repetition, leading to fatigue and numbness. What audiences are craving instead is a breakthrough—something that surprises, inspires, and moves them.
That’s exactly what independent cinema offers.
Stories that feel unfamiliar. Emotions the mind couldn’t construct on its own. Experiences that feel almost unreal. Like substances—but enriching, grounding, and entirely legal.
RESEARCH
BULLSEYE FRAMEWORK
ONAS
PERS
SOFIA
SR. UX DESIGNER
Age: 33
Occupation: Senior UX Designer at a design studio
Occupation: Senior UX Designer at a design studio
GOALS:
CHALLENGES:
PAIN POINTS:
- Maintain a sense of personal identity beyond work and relationships
- Stay culturally stimulated and creatively inspired
- Advance her career by bringing fresh perspectives and trends into her projects
- Balancing demanding work hours with personal time
- Feeling like she’s neglecting her own creative growth
- Keep inspired and curious in the overwhelming urban environment
- Feeling like she’s stuck in everyday life and everything feels familiar and uninspiring
- Seeing colleagues and prominent UX designers advancing in their careers
ALEX
B-E. ENGINEER
Age: 28
Occupation: Backend Engineer at Deutsche Bank
Occupation: Backend Engineer at Deutsche Bank
GOALS:
CHALLENGES:
PAIN POINTS:
- Discover new possible life or career paths
- Explore the world from different perspectives
- No clear sense of direction when it comes to personal fulfilment
- Feels bored and unstimulated within his circle of friends and work contacts
- A lingering sense of being stuck in life
- Feels a disconnect between who he is and who he wants to become
STRATEGY
PROBLEM
INSIGHT
STRATEGY
People are tired of endless content and
don't want more.
don't want more.
Sameness, pushed by algorithms, numbs people; they seek a break from the ordinary.
EDGE
Indie movies can expand consciousness
Indie movies take you somewhere your own mind never could
EXECUTION
OOH
Targeted socials
