creative services, creative design services, digital creative services, organic paid social strategy, public relations, guerrilla marketing stunts

MOXIE

Directed by Amy Poehler and based on Jennifer Mathieu’s novel, Moxie follows 16-year-old Vivian, who becomes frustrated by the sexism and harassment at her high school and anonymously publishes a feminist zine inspired by her mother’s Riot Grrrl past. What starts as one student finding her voice grows into a movement among girls across the school.

Moxie – Golden Globes Hidden Moxie Activation

We developed a Golden Globes stunt that used Moxie’s signature hearts and stars to build intrigue around the film through Amy Poehler and Tina Fey’s appearances.

Amy Poehler and Tina Fey show the hand-drawn heart-and-star symbols worn during their hosting of the 2021 Golden Globes.
Golden Globes hosts Tina Fey and Amy Poehler wave while showing the heart-and-star markings on their hands.

A guerrilla marketing and PR concept created for Netflix’s Moxie that proposed carrying the film’s recognizable hearts-and-stars symbol into the Golden Globes through Amy Poehler and Tina Fey. The rollout was designed to tease the imagery before and during the ceremony without revealing its connection to the film, encouraging organic social conversation and earned media before connecting the stunt back to Moxie through post-event publicity.

Earned Media

Moxie – Instagram Mural Social Campaign

A three-day Instagram takeover for Moxie used rebellious collage art, zine-inspired design, and empowering prompts to encourage audiences to find their voice.

Top Level Tiles Day 3,2,1

Day 1 Zine

A black-and-white collage shows a surprised retro comic-style girl reading a book labeled 'MOXIE' amid torn-paper textures, halftone dots, red ink speckles, and a cropped grayscale photo at the right edge.

Day 2 Zine

Black-and-white collage of a smiling cheerleader outlined in hand-drawn red with a jumping cheerleader cutout to the right, bold handwritten question 'Why is it important to have MOXIE?' and a quoted attribution.
Young woman in a sweater and plaid pants holds an open handmade zine titled 'MOXIE' while red hand-drawn outlines and collage-style protest graphics fill the frame.
Black-and-white cutout portrait of a young woman outlined in white at left, ruled notebook-paper background with a red painted top, large quoted text to the right, and small red doodled stars and hearts.

Day 3 Zine

GIFs and MEMEs

High school classroom GIF showing a taller student playfully nudging a shorter student's face while classmates look on, with posters and bookshelves visible along the back wall.
Young woman in a leopard-print jacket and black beanie sits holding a red disposable cup, long blonde hair falling over her shoulders, framed by warm wood shelving in a dim interior. She says "Yeah, I feel harassed just being here."
Two-panel locker scene with Vivian at her locker in profile while Claudia glares from the next row, overlaid meme text reading 'Me finally going to bed before midnight' and 'Moxie is now streaming on Netflix'.
Two-panel split still showing a young woman in a mustard sweatshirt first raising her hand and then cupping her mouth on a sunny school campus, with white caption text and a black zine label.
A three-panel composite: a man gesturing in a classroom with handwritten signs behind him, and a two-panel meme below showing a woman yelling and a white cat at a dinner table with bold captions.

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