challenge
Create promotional campaign that showcased the hottest new talent in film in New York City.

creative solution
Each year Gen Art showcases many of the best emerging independent films in high-profile film festivals. ‘7 premieres 7 parties’ was developed to create a week-long buzz around Gen Art’s film festival. Revelers arrived at a red carpet experience for 7 nights of film and after-parties.

results
Opening night was followed by five nights of premieres at Loews 34th Street Theater. Guests enjoyed short films in the Skyy Vodka Lounge before screenings. The event celebrated Gen Art’s character and spirit, individuality and expression, by connecting debut directors with the hottest names in urban film and culture. It also attracted new sponsors that added to Gen Art’s niche premium.