Case Study
Motion Picture Association · Brand Campaign
"What Comes Next?"
Creative Director, Copywriter
They rate the movies! They sell the movies! They love the movies! In their first brand campaign, the MPAA set out to honor the people behind the movies.
The Setup
Despite rating movies for decades, the Motion Picture Association had never spoken directly to audiences before. Most people didn’t know who they were, what they did, or why they mattered. How were we to start the conversation between the backrooms of industry insiders and the jaded audiences members who only knew them for ratings?
The Impact
Established the MPAA’s first consumer-facing brand voice
Reframed the MPAA from a regulatory body to an advocate for film and filmmakers
Set a foundation for future audience-facing storytelling
The Proof
Spark
Anthem