Go Bigger
Art Director: Wenxiang Dai
Copy Writer: Josefina Rios
Challenge
Streaming platforms offer convenience, affordability, and exclusive content, making traditional theaters less appealing. With studios releasing films online soon after (or with) their theatrical debut and advanced home tech offering cinematic experiences, theater attendance has declined. The lack of mid-budget films and overreliance on franchises has also reduced the variety of movies shown in theaters.
Insight
Cinema's magic is in its power to whisk us away, stir deep emotions, and bring us together. Sharing a movie isn't just entertainment—it’s a way to connect, belong, and create lasting memories.
about this project
Why is it that we can be brought to tears by seeing a large art mural or building?
Why is it that replicas never do justice to what they’re modeling?
It’s simple, really.
BIG things evoke BIG emotions.
Yet, when it comes to the cinema, we’ve only gotten smaller. Smart phones, tablets and TV’s have become popular ways to watch movies. But, just like we’ve minimized movies to the smaller-screens, we’ve also minimized our own feelings and experience.
As humans, with all our passion and intense emotions, we shouldn’t bottle everything up. This campaign positions the movies as the best choice for watching movies because watching bigger makes us feel bigger which makes us feel better.
OOH
