From writer/director Kenneth Branagh, Belfast is an intensely personal movie about his childhood in the movie’s eponymous city at the start of the Troubles. Already a festival favorite with Oscar buzz, our job was to present the movie to the social audience.

We knew that cinephiles, Kenneth Branagh fans, and moviegoers who love seeing Oscar-type films in theaters would be won over by elegant, classy content that showed off the film’s fine writing, nuanced performances, and Branagh’s name, but the larger question was how to get traction among additional viewers, especially around a topic that many people don’t know much about.

To solve this challenge, we leaned heavily into content that featured the two main adult stars: Caitriona Balfe and Jamie Dornan. While the film itself would be told through the eyes of the central 10-year-old character, the campaign would have to largely be told through the eyes of these two big name stars in order to bring in their respective fans. And since making things too heavy around the Troubles could potentially be off putting or come off as a history lessons, we used Jamie, Caitriona, and the other adult leads to tell a nostalgic story about childhood, memory, family, and the personal drama of being pulled away from the things one knows and loves most.