The challenge we faced when coming up with our campaign for The Many Saints of Newark’s theatrical release was a unique one: carve out an identity for the hotly-anticipated Sopranos prequel story which had nothing to do with The Sopranos. After all, we knew fans of the original series would show up - we needed to bring in everyone else. 

Luckily, The Many Saints of Newark had plenty to offer a wider audience - incredible performances, a gritty presentation, and the kind of old-school mob-movie menace most movies don’t - or can’t - bring these days. So we grounded our campaign in establishing the movie as a great mob movie; our creative luxuriated in the details of the world of the movie and the depth of the characters, leaving all of the connective tissue to the series to HBO Max. But our campaign wasn’t all gunplay and gabagool; we challenged ourselves to find ways to make the movie’s milieu and themes feel striking and contemporary to any audience.