Project

“El Piedra” is director Rafael Martinez’s feature debut, which narrates the struggles of a boxer, inside and outside the ring, in the company of a pre-adolescent son whose existence he did not know.

Our strategy aimed to build a universe around the characters and the plot, which did not depend exclusively on the original material of the film, generating clip arts, memes and interactive stories, among other resources, that would expand the central story.

We opened the official accounts of the film on social networks, feeding them from scratch. And based on a carefully crafted growth strategy, we focused on building a community of fans that would support the “fight” of independent cinema, in commercial movie theaters.