Amazon Originals x Guava Island
Promotional Campaign
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An integrated campaign that first created a sense of hype and mystery, then invited audiences to experience the Island themselves through a series of in-world ads.
3AM / Wild Card Creative Group was first brought on by New Regency to develop a launch strategy for Donald Glover’s Guava Island. In meeting the producers and filmmakers, one thing was very clear — we should not approach this like a typical film campaign.
Instead, we worked with filmmakers to create a campaign that provoked mass curiosity that converted into widespread, organic dialogue. We first created a teaser trailer that exclusively premiered at Donald Glover’s PHAROS Festival in New Zealand. This ignited the hype around the already buzzed about Donald Glover / Rihanna collaboration.
Capitalizing on Donald Glover’s headlining performance at Coachella 2019, we developed in-world “pirate radio” inspired audio ads. These mysterious ads launched on Spotify, further teasing the April 13th premiere date to listeners and fans everywhere.
In order to bring the culture and spirit of Guava Island to the world, we then collaborated with three visual artists originally from the Caribbean (Lucia Mendez Rivas, Belkis Ramirez, and Scherezade Garcia) to interpret the themes of the film in their own unique style and voice. Working with artists from the Caribbean brought a level of authenticity to the materials developed. Using their artwork, we developed four posters that were distributed as limited edition prints at the film’s Coachella premiere.
Finally, we created a number of A/V launch ads, released on social channels and on the Amazon Prime platform, to drive global attention around the film’s release.
Lucia Mendez Rivas
Lucia Mendez Rivas
Belkis Ramirez
Scherezade Garcia
