Our social strategy for Mudbound was to establish it as a true awards contender, a serious production from Netflix that would elevate perception of their Original Films as powerful must-see events – the film festival darling with universal appeal. To do this, we framed it as a sweeping, epic tale brought to life by the year’s strongest ensemble cast; and committed to creating every piece of content with the style, polish and poetry indicative of a masterpiece.
SPECIAL SHOOT FEATURETTES
The View From Inside
This film merits hearing first-hand from the director about her intentions and inspirations. So we created original featurettes using interview footage with Dee Rees, cutting in film clips to create powerful pieces that fused her words with her vision. At the Toronto International Film Festival, we shot a “moving ensemble portrait” that captured the energy between the talent and wove this into more of her first-person insights. The results are a powerful, personal testimonial to Mudbound.
Elevating Critical Acclaim
Original video and motion work turned critic quotes into show pieces – introducing the ensemble in an epic sweep, playing into narrative elements, featuring film festival laurels and showcasing the director. With each new post, the campaign reinforced the awards messaging with critic quotes creatively executed.
Powerful. Resonant. Inspiring.
We reimagined traditional character quotes as intimate video edits that placed viewers right in the world, alone with the character’s voice as they made a personal connection. Each piece worked double-duty, opening with film festival laurels and closing with a character-specific critic quote to reinforce the awards positioning.