Paper & Glue
A JR Project.
THE PROJECT
S.D. Professionals were retained by our film distribution partner, Abramorama, to lead audience engineering efforts for the upcoming documentary “Paper & Glue,” the latest film from Oscar® nominated director JR. Using the art and science of digital marketing tools, we are working strategically to build a large audience and generate engagement leading up to a theatrical release on November 12, 2021, plus a secondary nationwide release on MSNBC in January 2022.
This thought-provoking documentary follows acclaimed French artist JR around the world as he builds some of his most monumental projects and inspires new perspectives that unite communities through his awe-inspiring work. JR, known for his eye-catching photographs in urban settings, has already gone viral with his work, amassing over a million followers on Instagram. When it comes to marketing the film, however, we were starting from scratch. So, with JR's buzz-worthy art at the forefront of this film, we have begun an awareness and conversion campaign to build on, expand and further engage the broad audience of this visionary artist and those inspired by his message.
THE WORK
WEBSITE
We used Squarespace to build a website for the film that is fast, mobile-friendly and easy to navigate. Inspired by JR's incredible art, we built a one-page microsite that showcases the film in a visually stunning way, while incorporating audience engineering pixel placement and providing a place for all film-related content, social sharing kits and press.
Prominent Trailer Placement
Social Kit
Press Kit
Mailchimp Integration
SEO
PAID MARKETING
Paid search marketing complements the overall marketing effort by helping find those people who would not be reached through other channels. Done right, it’s cheap and super effective.
Canvas Ads
Social Ads
Geo Ads
Video Ads
Data Work
SOCIAL & COPYWRITING
With JR's art and mission as the focus of this film, our creative team has many riveting storytelling opportunities. Staying focused on the film’s release date, screening opportunities and the message behind the art is key to sharing a clear and concise message to exponentially expand on the film’s social reach. Working with Abramorama, MSNBC and the filmmakers to include celebrities and influencers associated with JR will help to expand that reach even further.
Organic Social
Paid Social
Web Copy
