The Lady of Heaven

The Lady of Heaven is a 2021 film and 2021 Cannes Film Festival award winner for best visual effects. The film tells the story of a young child who unfolds the story of Lady Fatima and her message of peace.

Producers planned to release the film in 2020, however, the pandemic pushed the plans back for a year. Once audiences began returning to theaters, directors needed a plan to release the film.

My team created a 60-day, all-encompassing launch strategy to release the film and build public awareness. The goal was to fill seats in geo-targeted areas and generate revenue. We crafted primary and secondary audience profiles, exploring their needs, preferences, and behaviors.

Through visual storytelling, I directed my team towards an omni-channel marketing strategy to reach audiences across multiple platforms. Display ads, print ads, video trailers, posters, billboards, apparel, and social media channels would be used to reach potential targeted audiences and entice them to go see the film.

The focus of all creative for this project was to emulate the movie through short form or static graphics. OTT ads focused on the iconic moments in the movie to help tie them in with scenes viewers would remember when seeing the movie. All creative assets had to align with AMC Theatres and the Motion Picture Association (MPA) guidelines to fulfill contractual requirements and quality assurance. Eight sets of OTT ads including one massive wrap-around video billboard, social assets, posters, and trailers had to be sent to the client first, then to MPA and AMC for review and approval. Visual assets were created to resonate with the film’s messaging of peace, spirituality, and hope. Maintaining consistency across platforms, colors, typography, and mediums ensured a cohesive brand identity, effectively communicating the film's message and appealing to the target audience.

We edited 30, 60, and 90-second variations of the trailer, generating 2 million impressions on YouTube with a 96% completion rate. Billboard creatives were placed in over 50 Nationwide locations with large target audience bases. We designed an online merchandising shop with apparel and other goods, incorporating tax and shipping rates for domestic and international shipping. OTT ads generated 7 million impressions in 30 days along with 1.14k social ad impressions. Social media accounts gained a 1,511% increase in Instagram followers and a 67% increase in Facebook followers.