Blue Story is the 2019 directorial debut of Rapman. Born Andrew Onwubolu, Rapman is an acclaimed British-Nigerian rapper who grew up on Deptford, in the London borough of Lewisham. The film, narrated, or rather rapped by Rapman, is based on his 2014 YouTube series of the same name.
The feature was produced by Paramount Pictures and BBC Films and brings light to the futility of gang violence in London.
In collaboration with Paramount's UK marketing team we created a punchy and engaging social campaign targeted at 15-24-year-old males on Instagram. Our creative approach was to build awareness of the film's central themes of loyalty and found family. with an emphasis that family doesn't have to be what you are born into.
To spread awareness of the film throughout Instagram we highlighted and utilised Rapman's popularity on the UK rap scene and influential social presence. Our creative assets reflected the gritty urban setting, bringing the sense of energy and pulse-racing action from the big screen to your mobile phone.
We were tasked by Paramount to create buzz for this rising British filmmaker and cast. To do this we generated a strong online presence.
Our extensive clip and featurette strategy saw us secure high value exclusive standout placements on key target sites: MTV, Yahoo Movies, Time Out, Mirror Online, GRM Daily and NME.
The press junket with Rapman and the full cast was attended by a range of influential and relevant publications - Buzfeed UK, SBTV, Black Ballad, The Grape Juice and the British Blacklist. Major features included ASOS' popular Haul or Nothing YouTube series with stars Kadeem Ramsey and Stephen Odubola, and in depth interviews from Rapman and Micheal Ward in NME.