Campaign turned into a character study.

FEEDBACK tells the story of a washed-up rock star with addiction issues who is trying to solve the mysterious disappearance of his son.

To show his tragedy and evoke mystery among audiences, we turned the campaign into a character study, with each execution revealing something different about this antihero.

To introduce Kania to a predominantly Catholic European audience, we drew on the concept of Catholic guilt. We had the antihero express repentance using words familiar to every Catholic: the Penitential Act, also known as Mea Culpa.

Special Shoot Book Cover

We "arranged" a meeting between the author and his character, allowing the antihero to confront his creator. The result is an alchemy of our script, improv and some edit room magic. I wrote and directed the piece.

 

Book Cover Digtal OOH

From Screen To Book 

The series is based on a bestselling book by renowned author Jakub Żulczyk, whose personal struggles with alcoholism inspired the character.

We designed the reissue of the book to align with the campaign. The book was published in 11 countries.

We brought Kania to the streets, through digital OHH, on which he franticly looks for his son.

As Kania got more despereted in the search of his son, he started stopping people online thorugh pre-roll ans IG stories.