Selected prior workMotion Picture Association · Brand campaign
Movie lovers, meet the people who make the movies.
For most audiences, the Motion Picture Association was the rating before the film. Its first audience-facing brand campaign set out to change that, starting with something everyone already shared: a love of movies.
Known for the rating, not much else.
The MPA was familiar as a film rating. Its work behind the scenes was harder to explain, especially in a campaign about copyright and illegal downloading.
The team needed an audience connection that could carry that argument: the shared love of movies.
From policy to passion.
The team started with the love of film, then widened the frame to the people who make it: the craftspeople and crews behind every scene. Their work gave the industry a human scale.
The campaign
Two films
Spark and Anthem, 60 seconds each, released together.
Both films
A human face for an institution audiences knew as a rating.
Two 60-second campaign films, Spark and Anthem.
The campaign moved the story from industry policy to the people whose work makes movies possible.
The MPA introduced itself to film audiences through a shared love of the work.
Credits
- Client
- Motion Picture Association
- Creative direction
- Patrick Kirkland
- Copywriting
- Patrick Kirkland
- Agency / film / edit
- Imaginary Forces
Patrick Kirkland · Before Protagonist Ink