Festival launch, Digital asset package, Awards campaign
Client: Alexandra Film, KAE NOH, ACME Film, Autlook Filmsales
Territory: International
Year: 2023-2024
In the darkness of a sacred smoke sauna, women share their innermost secrets and intimate experiences, washing off the shame trapped in their bodies and regaining their strength through a sense of communion.
A few months after we handled the social media campaign for the launch of the film at Sundance, we were approached by sales agent Autlook Film Sales to create a social media package for the film.
Having secured theatrical and digital release in 32 territories and with the support from Creative Europe’s Films on the Move programme, they had decided to centralise the creation of digital assets.
We created a package of 44 deliverables that included both static and video assets in 9:16, 4:5, 1:1 and 16:9 in order to cover Meta, TikTok, X and YouTube.
We also partnered with a company to create a minisite for the film that centralised all screening information in all European territories covered by the deal. When users accessed the site, they were immediately geo-localised and received all information about screenings close to them.
The release was timed with awards season to increase the film’s visibility.
Joanna Solecka
Project Head and Strategist
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The challenges
Since the film takes place in a sauna, we had to deal with the issue of nudity – and in particular female nipples – which is totally forbidden on most platforms, in particular for advertising.
Another challenge is the darkness of the film, which is definitely something to consider if you want to stand out in the busy timeline of a user. We decided to include outdoor scenes, which gave the campaign more air and light.
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The strategy
The results of our Sundance campaign had showed us which assets worked best and which targets were most responsive. On this basis, we decided to create very sensual social media assets that were highlighting the sauna rituals and the body positivity element of the film.
The primary target audience were female cinephiles interested in these topics. Each of the three words in the title were an inspiration for us, in particular the concept of sisterhood that was used to address our target audience directly across borders.
We also created original content for the package, in particular an interview with director Anna Hints inside a smoke sauna.
The quality of the soundscape and ritual songs in Estonian language were of particular importance as well, allowing users to penetrate into the universe of the film in a second.
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