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Marketing, Creative, Strategy, Partnerships
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Magnolia Pictures: Skate Kitchen

IHC joined Skate Kitchen to oversee the creative marketing and event production

Magnolia Pictures and director Crystal Moselle enlisted IHEARTCOMIX to oversee the creative marketing for Skate Kitchen, a film about an all-girl skateboarding collective that co-stars Jaden Smith.

Our role was to bring in any and all opportunities for the movie, with a goal of connecting the property to pop culture in a meaningful way. Starting on the campaign shortly after the film’s premiere at Sundance, our duties included brand partnerships, social media, event production, collaborations, influencer marketing and overall strategy.

Marketing & Partnerships

Our primary role on Skate Kitchen was to create as many opportunities as possible for the film through brand and marketing partnerships. From New Balance to GIPHY to Polaroid to Tumblr we succeeded in bringing financial support and wide exposure to the campaign.

Marketing Highlights

  • Giphy: Our partnership with GIPHY became one of the most successful of the Skate Kitchen campaign. Three sets of GIFs, including stereoscopic portraits and stickers, translated to 213.8 Million views. 
  • Tumblr: Tumblr hosted a Video Answer Time with the cast of Skate Kitchen garnering 200k engagements and 39 Million impressions.
  • Twitter: Twitter supported Skate Kitchen by verifying the film and director Crystal Moselle’s accounts.

Brand Partnership Highlights

  • New Balance: New Balance partnered for both NYC and LA premieres as well as an online campaign to help support Skate Kitchen.
  • Volcom: Volcom supported Skate Kitchen in several ways from hosting two screening and skating events in Austin and Costa Mesa, to partnering at the LA premiere to online promotion.
  • Polaroid: we partnered with Polaroid to sponsor the premieres in NY & LA. Cameras and film were provided for the events and Polaroid shared the content across their social media accounts.

Merchandise and Soundtrack Highlights

IHC facilitated partnerships with Fortune Skateboards, Volcom and Urban Outfitters to coordinate merch creation and release. We also worked with the Darkroom and Interscope to coordinate promotion surrounding the soundtrack release. Additionally, IHC created our own Skate Kitchen playlist which was promoted across Apple Music and Spotify.

Apple Music                                                                      Spotify

Event Production

Events played a big role in the campaign of Skate Kitchen since this is where skate and music culture live. From the Sundance debut to pop-up skate park events to the premieres in NYC and LA, the experience of Skate Kitchen was just as evident in real life as on film.

Film Fests & Advanced Screenings:

  • SUNDANCE SKULLCANDY SKATE JAM with Doja Cat and Kitty Cash
  • SUNDANCE PREMIERE AT DIRECTV LOUNGE with Diplo and Usher
  • VOLCOM SCREENINGS and Skate Jams in Austin and Costa Mesa
  • San Francisco and Dallas Festival Skatepark Mini Tour sponsored by VANS
  • Rooftop Films House of VANS screening with Jaden Smith

LA & NY Premiere Parties

  • New York Premiere at the Standard Hotel — Featuring a quarter pipe skate ramp, nail salon and unlimited hot dogs, the event was attended by Jaden Smith, Chloe Sevigny and more.
  • Los Angeles Premiere at NEUEHOUSE — Featuring a half pipe skate ramp, stick and poke tattoos, banana dancers, giant banana seesaw and more.

Awards

Skate Kitchen is a critical acclaimed film and has received nominations and won multiple awards.

3 wins & 9 nominations

  • Cinema Eye Honors Awards, US 2019 – Nominee
  • Gotham Awards 2018 – Nominee
  • Jerusalem Film Festival 2018 – Nominee
  • L.A. Outfest 2018 – Winner, Outstanding U.S. Narrative Feature
  • Mar del Plata Film Festival 2018 – Winner, Best Film
  • Seattle International Film Festival 2018  – Nominee
  • Stockholm Film Festival 2018 – Winner, Best Directorial Debut
  • Sundance Film Festival 2018 – Nominee
  • Taipei Film Festival 2018 – Nominee
  • Valladolid International Film Festival 2018 – Nominee

Partners:
Roles:
Marketing, Creative, Strategy, Partnerships
Share

Magnolia Pictures: Skate Kitchen

IHC joined Skate Kitchen to oversee the creative marketing and event production

Magnolia Pictures and director Crystal Moselle enlisted IHEARTCOMIX to oversee the creative marketing for Skate Kitchen, a film about an all-girl skateboarding collective that co-stars Jaden Smith.

Our role was to bring in any and all opportunities for the movie, with a goal of connecting the property to pop culture in a meaningful way. Starting on the campaign shortly after the film’s premiere at Sundance, our duties included brand partnerships, social media, event production, collaborations, influencer marketing and overall strategy.

Marketing & Partnerships

Our primary role on Skate Kitchen was to create as many opportunities as possible for the film through brand and marketing partnerships. From New Balance to GIPHY to Polaroid to Tumblr we succeeded in bringing financial support and wide exposure to the campaign.

Marketing Highlights

  • Giphy: Our partnership with GIPHY became one of the most successful of the Skate Kitchen campaign. Three sets of GIFs, including stereoscopic portraits and stickers, translated to 213.8 Million views. 
  • Tumblr: Tumblr hosted a Video Answer Time with the cast of Skate Kitchen garnering 200k engagements and 39 Million impressions.
  • Twitter: Twitter supported Skate Kitchen by verifying the film and director Crystal Moselle’s accounts.

Brand Partnership Highlights

  • New Balance: New Balance partnered for both NYC and LA premieres as well as an online campaign to help support Skate Kitchen.
  • Volcom: Volcom supported Skate Kitchen in several ways from hosting two screening and skating events in Austin and Costa Mesa, to partnering at the LA premiere to online promotion.
  • Polaroid: we partnered with Polaroid to sponsor the premieres in NY & LA. Cameras and film were provided for the events and Polaroid shared the content across their social media accounts.

Merchandise and Soundtrack Highlights

IHC facilitated partnerships with Fortune Skateboards, Volcom and Urban Outfitters to coordinate merch creation and release. We also worked with the Darkroom and Interscope to coordinate promotion surrounding the soundtrack release. Additionally, IHC created our own Skate Kitchen playlist which was promoted across Apple Music and Spotify.

Apple Music                                                                      Spotify

Event Production

Events played a big role in the campaign of Skate Kitchen since this is where skate and music culture live. From the Sundance debut to pop-up skate park events to the premieres in NYC and LA, the experience of Skate Kitchen was just as evident in real life as on film.

Film Fests & Advanced Screenings:

  • SUNDANCE SKULLCANDY SKATE JAM with Doja Cat and Kitty Cash
  • SUNDANCE PREMIERE AT DIRECTV LOUNGE with Diplo and Usher
  • VOLCOM SCREENINGS and Skate Jams in Austin and Costa Mesa
  • San Francisco and Dallas Festival Skatepark Mini Tour sponsored by VANS
  • Rooftop Films House of VANS screening with Jaden Smith

LA & NY Premiere Parties

  • New York Premiere at the Standard Hotel — Featuring a quarter pipe skate ramp, nail salon and unlimited hot dogs, the event was attended by Jaden Smith, Chloe Sevigny and more.
  • Los Angeles Premiere at NEUEHOUSE — Featuring a half pipe skate ramp, stick and poke tattoos, banana dancers, giant banana seesaw and more.

Awards

Skate Kitchen is a critical acclaimed film and has received nominations and won multiple awards.

3 wins & 9 nominations

  • Cinema Eye Honors Awards, US 2019 – Nominee
  • Gotham Awards 2018 – Nominee
  • Jerusalem Film Festival 2018 – Nominee
  • L.A. Outfest 2018 – Winner, Outstanding U.S. Narrative Feature
  • Mar del Plata Film Festival 2018 – Winner, Best Film
  • Seattle International Film Festival 2018  – Nominee
  • Stockholm Film Festival 2018 – Winner, Best Directorial Debut
  • Sundance Film Festival 2018 – Nominee
  • Taipei Film Festival 2018 – Nominee
  • Valladolid International Film Festival 2018 – Nominee