A24 is an independent film company founded in 2012 in New York. Over the past decade, it has built a cult reputation for releasing bold, unconventional, and visually stunning films like Lady Bird, Moonlight, Hereditary, Everything Everywhere All At Once, and many more. But while A24 is critically beloved, it’s often seen as a brand for film students, “weird art kids,” or only serious cinephiles. Many casual moviegoers hear “A24” and think: “That movie looks too weird for me.” This niche image, while giving A24 prestige, has also limited its reach — and by extension, its box office success. Films like The Green Knight, Waves, and Beau Is Afraid struggled financially despite critical praise.
This Is A24 is a fictional campaign built around a global film festival, where iconic A24 films are re-released in theaters both in the U.S. and abroad.
The purpose is simple: to reintroduce A24 to the world not as a brand that’s “too weird to understand,” but as a studio that tells unforgettable human stories — stories that surprise you, disturb you, and most importantly, stick with you. The campaign is highly visual, heavily featuring stills from various A24 films — highlighting powerful emotions like joy, fear, sadness, awe — with short, relatable taglines that directly speak to viewers.
We turn “weird” into “wow.” We make “arthouse” feel personal and emotional.
Bus Shelter Poster
Close-up on a character’s face (crying, screaming, stunned).
Billboards on Highways
Billboards on highways mimic cinema screens — black backgrounds, cinematic lighting, and character-focused posters inviting drivers to imagine when they last felt moved by a movie.
Email newsletter
Email newsletter promotes the festival screenings of Lady Bird, Pearl, and Midsommar — three emotional, iconic A24 films.
Instagram ads
Blog
This Is A24: Feel Something Real Again
What if your next trip to the cinema didn’t just entertain you — but stayed with you?
A24 isn’t just a film studio. It’s a portal into emotion — the kind that lingers after the credits roll. With This Is A24, a global festival reintroducing our most unforgettable stories to theaters around the world, we invite you to revisit the films that moved you… or finally experience them on the big screen for the first time.
That’s everything about theThis Is A24 campaign.
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