Who doesn’t love a critic?

The 49th Chicago International Film Festival needed a fresh angle for their marketing. We hit on the idea of a film critic poking fun at our advertising. Designed to look like a film capsule review, the posters appeared all over Chicago. We recruited Brian Cox to provide the voiceover, as he really nails that air of critical disgust. We took the gag all the way through the case study film, because we don’t break character until the dvd commentary.

• Cannes Lions x2
• Clios x3
• CNNS x2
• One Show x6
• LIA x5
• Ad Age
• Creativity