Fox Searchlight - Stoker

The Ask:

Fox executives wanted to promote the film "Stoker" using innovative digital strategies, specifically leveraging the growing popularity of animated GIFs.

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Answer:

I spearheaded the creation of an experimental film site called "Letters to India," which featured key scenes from "Stoker" as looping animated GIFs. This unique approach to showcasing film content caught the attention of both Fox executives and the press. Building on this success, we held a series of meetings with studio executives to brainstorm further GIF-based promotional ideas. This led to the development of the first-ever theatrical film trailer composed entirely of GIFs, a decision fueled by the positive social media conversations surrounding the film site and the rising trend of GIF usage among our target audience.

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Result:

The GIF-based trailer for "Stoker" was a viral sensation, earning widespread acclaim and coverage from mainstream media outlets like Mashable and research publications like PSFK. The innovative approach and successful execution of this campaign not only enhanced the film's promotion but also garnered several awards for our team, solidifying our reputation for creative and effective film marketing.