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For the release of the film “Les Méchants” directed by Mouloud Achour, the production wanted an innovative launch campaign that could reach a new generation of viewers while moving away from traditional cinema marketing codes. The objective was to create a release strategy rooted in digital culture, connecting the film with influential communities from gaming, streaming and social platforms.
We implemented an unprecedented activation on Twitch, integrating the film’s cast into shows and live streams with major streamers such as Gotaga, Vitality and JL Tomy, creating an authentic meeting point between cinema, gaming and internet culture.
In parallel, we coordinated and produced the premiere at the Grand Rex, designed as a unifying event bringing together talent, media and audience around a shared energy.
This project exemplifies our approach: breaking down traditional formats, combining strategy, culture and entertainment, and building campaigns where experience takes precedence over promotion.
