CRITERION
Art. Discovery. Curation.
SOCIAL MEDIA PROMO
Project overview
This campaign develops social-first content to promote Criterion and its streaming service in a fresh, digitally driven way. It is designed to reposition the brand across digital channels, creating a novel presence for both new and longtime audiences while preserving the platform’s core value and voice. Criterion doesn’t sell mass media; it sells discovery, art, and curation, and the promo is meant to highlight exactly that, reflecting what its audience values most.
Unlike services with overwhelming catalogs, Criterion is a curated streaming platform offering films chosen for their artistic value and meaningful storytelling. The promo video shows that Criterion is not about quantity but about the experience of discovering something full of meaning and artistry.
The goal is to elevate Criterion’s voice, values, and tone through high-quality design and social-first storytelling, expanding reach to a wider digital audience while honoring loyal customers. This campaign does not ask the audience to buy but to join a community. It retains dedicated cinephiles while inviting new audiences into the Criterion culture.
The target audience includes cinema lovers who value film as art, ranging from long-standing Criterion collectors to younger cinephiles active in digital spaces who may not yet know about Criterion. Loyal customers are acknowledged and celebrated through nods to the classics and Criterion’s iconic physical releases, ensuring their needs and values are respected. At the same time, the campaign reaches digitally native audiences who engage with film culture through social platforms, inviting them to join a culture of curation and appreciation..