MUBI was perceived as too niche and "serious," while mainstream platforms kept audiences trapped in algorithm-driven sameness. The challenge was to reposition MUBI as a cultural experience — exciting, accessible, and essential for a broader audience of young professionals.
We reframed indie cinema as a safe, consciousness-expanding high: "Think you’ve seen it all? Take MUBI." Through immersive installations, influencer rituals, and provocative OOH, MUBI became the antidote to predictable culture.