strategy-sessionMotion Picture Association2026
"What Comes Next?"
In its first brand campaign, the MPAA needed to earn awareness and trust by speaking directly to audiences for the first time.
In its first brand campaign, the MPAA needed to earn awareness and trust by speaking directly to audiences for the first time.
THE TENSION
“Despite rating movies for decades, the MPAA had never spoken directly to audiences.”
THE SITUATION
In its first brand campaign, the MPAA needed to earn awareness and trust by speaking directly to audiences for the first time.
THE PROBLEM
Despite rating movies for decades, the MPAA had never spoken directly to audiences. Most people didn’t know who they were or why they mattered. We had to build awareness and trust from scratch without sounding institutional.
THE ENGAGEMENT
We shifted focus from policy to passion, leading with a shared love of film and the people who make it. The work rolled out in two waves: emotional connection first, then behind-the-scenes storytelling.
BEFORE
“Despite rating movies for decades, the MPAA had never spoken directly to audiences.”
Category language. Low distinction.
AFTER
“Established MPAA’s first consumer-facing brand voice Reframed MPAA from regulator to advocate for film and filmmakers Set a foundation for future audience-facing storytelling”
Clear stakes. Clear position.
THE ROLLS
Visual artifacts from the engagement
FIG. 01 // 001
"What Comes Next?"