Year
Client
Pierogi Pictures
Project Type
Branding + Social
CHALLENGE
Independent film fundraising lives or dies on emotional resonance. Audiences won't support a project they don't feel connected to, and connection is hard to manufacture for a series that doesn't exist yet. The additional complexity here was specificity: "Ukrainian, But Not Ukraine" occupies a space that's easy to misread. Too much emphasis on the geopolitical context and it becomes a news story. Too personal and it loses the universality that makes people outside the community care. The campaign had to hold both, specific enough to be authentic, open enough to travel.
SOLUTION
The creative direction pulled directly from the film's own emotional logic. Home Is Complicated became the campaign's anchor, a line that captures the series' tension in four words and opens it up to anyone who has ever felt the pull of a place they don't fully belong to. From that foundation, the campaign expanded into reels, interview content, and graphics that introduced the project's world without over-explaining it. The fundraising campaign is ongoing and production continues, but the work of making strangers care about a story still being written is already underway.
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