About
Community-driven microsite for the global launch of Roma. The Mill, a VFX and Creative Content studio, approached us to deliver a microsite promoting Roma, a new film from Alfonso Cuarón.
Challenge
Roma follows Cleo (Yalitza Aparicio), a young domestic worker for a family in the middle-class neighborhood of Roma in Mexico City. Delivering an artful love letter to the women who raised him, Cuarón draws on his own childhood to create a vivid and emotional portrait of domestic strife and social hierarchy amidst political turmoil of the 1970s.
Netflix tasked The Mill's in-house creative technology team with creating a microsite where audiences can share their transformative memories: their Roma. The platform collates user-generated content from viewers resulting in an interactive experience that allows people to immerse themselves in further conversation, as the community continues to grow.
Alfonso Cuarón will connect directly with audiences through two live streams using the microsite and wider social channels, where fans are invited to submit their questions using #MyROMA.
Process
Aurelien Simon, Executive Producer of Emerging Technology at The Mill in Los Angeles, comments, "This project was an exciting opportunity to amplify a ground-breaking moment in both cinema and society. The microsite offers an innovative new way to bring communities together and centralize conversations around the Roma movement."
Roma launched globally on Netflix on December 14 with an expanded theatrical release in the U.S. and international markets that continues while the film is on Netflix.
Share your #MyROMA memories and read stories from around the world at www.myromamovie.com
Solution
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