MUBI
STRATEGY AND CAMPAING
MY ROLE:
Strategy
Concept
CW
Concept
CW
Indie movies are weird.
Indie movies are for those who get it.
But are they?
While working on strategy for MUBI, I realized that the moment has come when people are craving something — something indie movies have always had.
A deep dive into current social challenges, profound human cravings, and brand explorations turned into an exciting and groundbreaking campaign.
Indie movies are for those who get it.
But are they?
While working on strategy for MUBI, I realized that the moment has come when people are craving something — something indie movies have always had.
A deep dive into current social challenges, profound human cravings, and brand explorations turned into an exciting and groundbreaking campaign.
RESEARCH
I looked into the brand*....
Bullseye framework for MUBI
I looked
into people...
Today, people are drained. Stuck in adulthood. Scrolling through endless loops of the same old content. Algorithms numb them. They’re left with the haunting sense that they’ve seen it all before. But beneath the surface, there’s a craving. For something raw. Unprocessed. Unexpected.
STRATEGY
PROBLEM
INSIGHT
EDGE
STRATEGY
People are tired of salesy brand content; they engage only with content that resonates with and moves them
In hard times, people want hope, support, and inspiration.
The Columbist shows Berlin without clichés, with real care for its diversity.
Position The Columbist to lead Berlin’s next chapter by uniting followers to co-create the city’s new narrative.
That’s what indie films deliver. They shock. They surprise. They make people feel again.
Indie movies are the antidote to modern numbness.
Indie movies are the antidote to modern numbness.
EXECUTION
See stage
Targeted socials
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