Dschwen LLC. | Fox Searchlight

INSIGHT

In Fox Searchlight’s Me, Earl and The Dying Girl, the film’s protagonists, a pair of high school best friends, spend their days tirelessly making parodies of classic movies. As one of them puts it, “We take a film that we like, and we make the title stupider. And then we make a new film to reflect the new title.” To build excitement for the comedy’s release, we created a pair of social media videos–one a spoof of a classic, and the other a takeoff of a memorable scene from Me, Earl and The Dying Girl.

Get weird.
Get noticed.

IDEA

Targeting an audience fond of the dry humor in Me, Earl and The Dying Girl, we tried our hand at film-spoofing. After careful consideration, Saws beat out Rocky, Paper, Scissors and Planet of the Grapes. For our second promotional video, we channeled a memorable scene in the movie featuring a panda and Bomb Pop popsicles. The video deliberately left the viewer with more questions than answers, driving more traffic to Fox Searchlight’s social outlets.