Social Animals | Film Launch

Launching a documentary with a vending machine.

SET-UP

Social Animals is a feature documentary that explores what it’s likes to grow up on Instagram, as told through the lives of 3 teenagers. To drive awareness around its launch on Netflix and iTunes, they wanted a buzz-worthy activation.

STRATEGY

We developed a mobile vending machine that featured “As Seen on IG” products. Each product poked fun at the every day encounters of life on Instagram and mirrored the social currency of the platform. While critiquing human behavior on the platform it stimulated conversation with products that were highly photogenic and shareable.

SUCCESS

The vending machine made its way around Los Angeles and San Francisco, staying at places like the Ace Hotel and Betabrand headquarters. It was featured on the front page of Vice, AdAge and the Trust Collective.

All proceeds from the machine benefited Reboot & Recover, the first non-profit to provide resources and treatment to people struggling with depression caused by technology and social media over-use.

My role included concepting, copy alignment with strategy, and proceeds planning.

Agency: Conscious Minds

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