TV | DIGITAL
AGENCY: IMAGINARY FORCES
They may get some flack, but the people behind the Motion Picture Association of America are movie lovers, just like us.
Celebrate and sell the magic of movies and those who create them.
To combat the uptick in pirated movies, the MPAA decided to step out from behind the curtain to create a campaign that both inspires and supports the film industry.
We created several spots in two waves:
1) Spots that spoke to the love of film and how movies inspire and impact the lives of audiences.
2) Spots that highlight the people behind the movies. Set dressers, cinematographers, location scouts and the like, in order to connect those downloading films to those making them.
Another huge part of the campaign was the creation of WheretoWatch.com — a site that lets audiences search multiple sites to find a legal place to watch their favorite flick. The fun of the site being the hundreds of backgrounds we created that featured the magical moments of movies over the last century.