Brief: Magnolia Pictures and Joaquin Phoenix needed an additional push to help raise awareness for the release of the film, I'm Still Here. We we're asked to build a program that would reach the masses but instill a gritty aesthetic to build street credibility across the country and within the younger demographic.
Activation: A mixture of authorized and guerrilla wild posting locations we're installed throughout multiple markets which were also supported by branded sidewalk art. In NYC, the Chuck Culture Packs were used to distribute collectible film posters to the hip youth community outside concerts, art events, and colleges. The Chuck Culture Packs brought the entire campaign to life by turning the traditional outdoor poster program into a tangible youth campaign with collectible media. The collectible posters we found re-displayed in record shops, tattoo parlors, and college dorms.
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