A24 — “Midsommar” Party Crash

CREATIVE Direction

To build an organic buzz around the release of A24's MIDSOMMAR, dozens of actors were cast and costumed in the film's original costumes and crashed the real Swedish Midsummer Festival in NYC, held annually on the summer solstice. An embedded team of still and video photographers captured the experience as curious onlookers were handed a caged bear toy – a cheeky reference from the film).

Objective:
Generate organic buzz around Midsommar that reverberates through socials.

Team:
Creative Concept: Steven Jos Phan
Production: A24