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.

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.

Black-and-white collage showing a hand holding a megaphone outlined in red with the stamped text 'FIND YOUR VOICE,' a cutout screaming face, and small red heart-and-star doodles.
Top Level Tiles Day 3,2,1
Day 3 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.
Solid black square centered on a white background with a thin gray border around the canvas, showing no discernible text, figures, or graphic elements.
Day 2 Zine
Black-and-white collage showing a surprised comic-style girl reading a zine titled 'MOXIE' amid torn paper textures, halftone dots, and small red ink splatters.
Day 1 Zine

GIFs and MEMEs

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