Maxxxine

• (CHALLENGE)
  MaXXXine was the hotly anticipated third and final installment of Ti West’s X Trilogy and fans were eager to see where Maxine’s career had taken her after she survived the farmhouse massacre in X. To let fans know their girl was back and better than ever, we set out to create the summer of MaXXXine by firmly positioning the titular character as “a fucking movie star.”
• (SOLUTION)
  Our social campaign leaned into the grit and edge of 1980s Los Angeles while allowing the glamor of our leading lady to shine through as brightly as Tinseltown itself. Extending Maxine’s A-list treatment into the real world, we created an in-world magazine spread advertising her latest role, and put her name in lights through out-of-home projections on iconic LA buildings. To bring her ever-devoted fans into the mix, we created a custom AR lens that put users into a bloody 80s style headshot, scripted messaging for a fan-club inspired SMS campaign, and even conducted a special shoot with Mia Goth at fan screening initiatives and in front of MaXXXine OOH ads.