“Like Father”

Challenge

How do you promote a Netflix original film about a messy, emotional father-daughter relationship without making it feel like a generic movie ad?

Idea

Instead of over-selling the plot, we invited real fathers and daughters to speak candidly about their relationships—the good, the hard, and everything in between.

My Role

I helped shape the campaign concept and develop the visual expression.

Team

Director: John X. Carey
Copywriter: Lucas Nelson
Art Director: Alex Gunderson
Design Director: Drew Brooks

Channels

Social video, digital content, online film support

Outcome

A human, emotionally grounded campaign that made the film feel relatable rather than overpackaged.