Foil is a genre-bending buddy sci-fi indie feature aimed at a niche but deeply engaged audience. With a lean promotional window ahead of digital release, the campaign needed to quickly establish awareness and legitimacy — without pretending to be something it wasn’t.

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There was no built-in audience, no recognizable cast, and no franchise momentum. What the film did have was tone: odd, funny, specific, and self-aware.

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The Challenge

The challenge wasn’t reach — it was resonance.

Key challenges included:

• A short promotional window before digital release

• Unknown cast and no existing fanbase

• Competing against franchise-level sci-fi noise

• Balancing comedic tone with festival credibility

The campaign needed to attract the right audience, not the largest one.

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My Approach

The strategy was community-first and tone-led.

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Rather than positioning Foil as a traditional “movie sell,” the campaign treated the film as an invitation — allowing it to find its people organically.

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The approach focused on:

• Human-scale storytelling instead of blockbuster framing

• Festival momentum as proof, not hype

• Conversational content that leaned into the film’s odd charm

• Humor and specificity without sacrificing credibility

The goal was to let the film live comfortably in its own lane.