An established film startup, MUBI, approached us for help with their brand positioning. They’d been operating with some success for seven years outside of the UK, but felt that their identity as a cinephile service was alienating them from a wider audience.

We repositioned them around the brand idea of ‘Unforgettable Film’, which moves away from elitism to celebrate the truly great films, the ones that make you really feel something. 

In the end, the client loved the thought so much that they asked us to develop some outdoor ads for London. This has been a major love project for us, as they had a minuscule budget, but the results will be across the tube in central London for the next couple of weeks.

The films used in the campaign are each represented by a single evocative word, punched above photography by the brilliant Jason Evans. Huge thanks to all involved.