The Photograph

Creating heartwarming elevated social creatives highlighting the movie’s theme of photography to bring the characters’ love story to life.


DMM partnered with Universal Pictures to create elevated social pieces to promote the theatrical release of the soulful Valentine’s Day romance, The Photograph, starring Issa Rae (Insecure) and Lakeith Stanfield (Selma, Straight Outta Compton). Our team was tasked with creating heartwarming, stylized social creatives that brought the film’s themes of love and intimacy to the forefront of the campaign.



Our main objective was to develop the romance between the lead characters, Mae and Michael, via the social creatives on the film’s channels in order to position the film as a timeless love story. Through these creatives, we also focused heavily on Mae’s backstory to help fans relate to her perception of love, while still rooting for her relationship with Michael. 

Leaning into the importance of photography to the love story in the film, we ideated and created an Instagram grid stunt to launch the trailer using photos that we stylized as if they were on a photographer’s contact sheet. We extended this framing look and direction into our other creatives throughout the campaign in order to show Mae & Michael’s love through the connection of photography. 

Leading up to the film’s release week, we created an Instagram Lens, based off the film’s poster, for users to interact with and share to their IG Stories to gain awareness. Additionally, we created custom assets using early fan and press reviews, letting their discussions pique the interest of movie-going audiences of all demographics.