THE ACADEMY
C R E A T I V E D I R E C T O R
E N T E R T A I N M E N T : S O C I A L
FILM IS A COLLECTIVE ACT
I inherited this account with an imperative to refresh the creative and elevate all of @theacademy’s content to the same prestige that The Academy of Motion Picture Arts and Sciences commands itself. My team’s north star was creating an online space where cinephiles, industry titans, and the awards crowd alike felt welcomed, and our sophisticated, editorial voice and visual approach became a tool of easy elegance to celebrate film in all its forms.
R&R: CREATIVE DIRECTION | CONCEPTS | VOICE & TONE | COPYWRITING | PRODUCTION
CREATIVE DEVELOPMENT
VOICE & TONE
We’re here because Parasite didn’t just make us think, it made us cheer; because watching Promising Young Woman felt like 1,000 pounds being lifted from off our shoulders; because we called our dad to thank him after seeing Moonlight with tears still in our eyes.
These are the conversations films provoke—and social is the right place to have them.
Being a cinephile is a collective act of love, and collective acts depend on shared narratives. As increasingly diverse voices join and enrich the Academy’s ranks, we’ll speak with the fluidity of genre to create a space big enough to hold their stories.
Because it’s time to widen the narrative net to enfold every movie lover’s imagination—and with ET-bright fingertips, point toward a future in a dark theater where a child whispers: “I could do that, too.”
Welcome to the Academy, kid. We brought popcorn.
DESIGN TEMPLATES
THE LEGENDS
POST COPY: Art, pain, beauty, humor, melancholy, queer identity: the themes that define director Pedro Almódovar’s oeuvre infuse “Pain and Glory” in every frame. From farce to melodrama to moving meditation, to watch Almodovar is to wade into what it means to truly live.
POST COPY: In a word, “Moonlight” is a masterpiece. Screenwriter and director Barry Jenkins’s vision is brought to life by artful cinematography, nuanced acting, and authentic storytelling. It is one gay man’s story, but it is also the human story.
POST COPY: Something truly momentous arrived on screens when Academy member and scholar B. Ruby Rich coined the term New Queer Cinema in the late ‘80s and early 90s. As she says, “A new era was born. And with it, a new cinema.”
POST COPY: Iconic road movie, cultural touchstone and Feminist classic: it’s been 30 years since “Thelma & Louise” first lit up theaters when Callie Khouri’s Oscar-winning script gave voice to the outlaw spirit in us all and made “let’s just keep going” universal shorthand for fed up.
POST COPY: Elle Woods is an icon. It’s been 20 years since the pink-clad character hit screens, and the film, written by Karen McCullah and Kirsten "Kiwi" Smith, still has a lot to say: always have faith in yourself, don’t give up, and when in doubt? “Bend and snap!”
POST COPY: “There’s a difference between knowing the path and walking the path.” Sisters, creative partners and two of the world’s most imaginative filmmakers: The Wachowskis walk the path. From metaphor to realization, their work is both a warning and a beacon for a brighter future.
THE GENRES
POST COPY: Summer blockbusters are epic spectacles. For however long we sit together in that blissfully cool theater, gasping, laughing, and cheering as one, our own lives feel larger because of the larger-than-life stories on screen.
POST COPY: It doesn’t get much more cinematic than the day man first stepped onto the moon. Movies transport us. Even as far as space.
POST COPY: Sticky popsicle fingers or cool lemonade, dancing to the sound of crickets or around a fire hydrant—summer feels different for all of us. Film, though, has a way of translating the endless days into a universal language. One where we’re all drenched in the same sunlight.
THE MEMBERS
POST COPY: With more than 200 credits to his name, actor Stephen Root has the singular ability to disappear into his roles—while remaining undeniably Stephen Root.
POST COPY: From teen idol to enigmatic character work, Robert Pattinson has long established himself as an actor to watch. We’re thrilled to welcome him as a new member.
POST COPY: Actor Steven Yeun is rightly lauded for his range; he has the ability to convey “this larger human thing” by drawing audiences in through an authenticity that resists over-simplification at every turn. We're so pleased to welcome him as a new member.
CASHMERE AGENCY
Creative Director: Meredith Ridings
Group Creative Director: Juliette Geraghty
Art Directors: Priscilla Karamzadeh
Motion Graphics: Garret Hernandez
Editor: George Streicher
C R E A T I V E T E A M