"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.
Despite rating movies for decades, the MPAA had never spoken directly to audiences before. Most people didn’t know who they were, what they did, or why they mattered. Our challenge was to build awareness and trust from scratch. They’re movie lovers who have to relate to movie lovers.
We shifted the focus from policy to passion. Instead of explaining what the MPA does, the campaign celebrated a shared love of film and the people who bring it to life.
The work rolled out in two waves. The first connected with audiences emotionally, reminding them why movies matter. The second pulled back the curtain, spotlighting the craftspeople behind the scenes and positioning the MPAA as a supporter of the industry, not just a regulator.
By leading with empathy and storytelling, the campaign gave the MPAA a human voice for the first time and reframed the organization as part of the moviegoing community, not separate from it.