Freeheld

Creating a social campaign that tied into the #LoveIsLove movement and captured the film's themes of love, justice, and equality

Overview

In 2015, Digital Media Management was proud to continue its film partnership with Lionsgate for the theatrical movie release of Freeheld, starring Julianne Moore and Ellen Page. Based on the Academy Award-winning documentary, Freeheld tells the story of one woman's fight for justice that helped to lead the progression of LGBTQ rights within the United States. To capture the film's themes of love, justice, and equality, we created a campaign designed to highlight the love between these two iconic women, and enforce the mentality that everyone should be equal, regardless of sexual orientation.

lionsgate

Objectives

Following an iconic ruling by the supreme court ruling, our campaign wholeheartedly supported the #LoveIsLove movement with stylistic graphics and videos emphasizing that all love should be equal. We also crafted extensive social videos such as cinematic posters and inspiring quotes from the movie. Throughout the campaign, these social videos were some of the highest engaging assets that drew in attention and fit in seamlessly with all of the films’ themes. Another successful part of the campaign was our graphics that showed the progression of Laurel & Stacie’s relationship, “The New Normal”, which emphasized that their relationship was just like any others.

In addition to social media management, we also supported Freeheld‘s film debuts at the Toronto International Film Festival and it’s New York City special screening. This was a campaign that struck home with a lot of fans as emotional and very identifiable.

Digital Media Management is a company that firmly believes that all love should be equal, and it was an absolute delight to work with Lionsgate on this inspirational film.

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