Category: Digital Strategy

Soy Nero’s director Rafi Pitts had stated in his film festival interviews that the film was dedicated to deported Green Card soldiers, highlighting a seldom discussed injustice. Green card soldiers are undocumented people who join the US Army in order to start the naturalization process. If this veteran, however, is arrested for any reason the person must be deported back to their original country of origin. In the case of many deported veterans, the US is the only true home they know. That is often the deported veterans do not know Spanish. They have no known relatives in their birthplace.

Given this compelling social issue, we sprang into action and created a series of interviews with actual deported veterans. I hired out a crew in Tijuana, gave them a basic skeleton of questions to ask a group of green card vets and we were off to the races.

I also talked to Daniel Lopez to coordinate the thing and connected him to the crew.

This was then disseminated to LatinX facebook groups and sent out to bloggers and journalists as well as advertised on Facebook and Google’s Display Network.

Instant Dreams is a European documentary exploring the love for polaroid film through people from different walks of life after Polaroid had filed for bankruptcy and shuddered its doors. Once all the material was in and the research was compiled a clear community of instant photography enthusiasts came into view. Also, Polaroid’s brand name recognition allowed us access to photographers and artists.

Community and brand recognition became the core of Instant Dreams’s marketing strategy. In the end we were able to bring in two different influencer’s campaign. The first campaign brought in art photographers from around the world that often used instant photography in their work. The second campaign involved contemporary photographers being shipped a camera in order to shoot on it and posting the photos. All the photos were cross promoted between the artist and the documentaries social media pages. These interactions were supplemented with paid promotions of each of the photographer’s work and a website that housed all of the photos. Both sites were custom coded and built under a week which allowed us control over our digital marketing pixels and the flexibility to add developing pieces to the main movie page.