WRITING CAREER. or a way with words or whatever.

All eyes were on Dìdi (弟弟) leading into Sundance. The indie film was on top of every critic and studio’s watch list, which meant the director and producers wanted to have a premiere party that would stand out from the rest. One problem: they didn’t quite know what to do, were just a couple weeks out from the premiere, and had limited funds.

Nevertheless, the brief was straightforward: stretch a tight budget and figure out a way to create a unique experience for press, buyers, cast, and VIPs.

The Idea:

Most film productions at Sundance buy out a bar on Main Street and miss a huge opportunity to further connect with industry insiders and buyers on a creative or emotional level after they’ve watched the film. Instead, we’d bring the world of Dìdi (弟弟) to Park City for one night only by creating an immersive experience that showcases the various cultural themes and elements portrayed in the film. But also make it really, really fun.

The Execution:

The activation consisted of compelling components across food, music, and skateboarding—all executed with a nod to the 2000’s era in which the film is set.

Guests entered the venue and walked straight into a recreated set piece of the lead character’s bedroom, literally transporting them into the film—and 2008—for a unique photo opportunity.

FOOD

MAMA’s Night Market

Partnered with MAMA’s Night Market to bring in 5 of the best local Asian restaurants to serve the same dishes featured in the film.

Cookbooks

Zine-style Dìdi (弟弟) cookbook with traditional Taiwanese and Chinese dishes featured in the film.

SKATE

SKATEBOARDING IN THE 2000’s: A GROUP PHOTO SHOW FEATURING THE ICONS OF THE ERA

Featuring 15 of the best skateboard photographers of all-time, the exhibition showcased work exclusively shot between 2000 – 2010. Several of these photos, skateboarders, and photographers are also featured in the film.

MUSIC

HELLOGOODBYE is featured prominently on the film’s soundtrack so it only made sense to have the band play those same songs live in an intimate setting that resembled a rowdy house party more than a festival appearance.

Notable Press:

New York Times

ABOUT THE FILM:

Dìdi (弟弟) is written and directed by Academy Award-nominated filmmaker Sean Wang. The film is set in 2008 in the Bay Area, and is a funny, irreverent, and affecting ode to first-generation teenagers navigating the joy and chaos of adolescence as seen through the lens of a 13-year-old Taiwanese American boy, played by Izaac Wang (Good Boys, Disney’s Raya and the Last Dragon). At its premiere in competition at the 2024 Sundance Film Festival it received critical and audience acclaim, winning both the U.S. Dramatic Audience Award and the U.S. Dramatic Special Jury Award for Best Ensemble Cast.