She’s A Fucking Movie Star
Associate Creative Director, Copy & Strategy
MaXXXine was the hotly anticipated third and final installment of Ti West’s X Trilogy and fans were eager to see where Maxine’s career had taken her after she survived the farmhouse massacre in X. To let fans know their girl was back and better than ever, we set out to create the summer of MaXXXine with a social-first campaign that firmly positioned the titular character as “a fucking movie star.”
Our social campaign leaned into the grit and edge of 1980s LA paired with the glamor of our leading lady. Extending Maxine’s A-list treatment into the real world, we created an in-world magazine center spread, projected her name and catch phrase on iconic LA buildings, built a custom 80s headshot AR lens and started the Maxine Minx fan club, in which fans could show just how far they were willing to go for Maxine Minx. We even went on a tour of LA with Mia Goth, culminating with a surprise and delight for fans at an early screening of the film.
Through these combined efforts, we crafted an inherently conversation driving, and therefore, inherently social, creative campaign that made MaXXXine absolutely unmissable leading up to the film’s premiere.
