We Are the Shaggs
Taking a singular music story beyond its cult following.
Give a cult story a wider invitation.
The trailer puts the campaign’s question on screen: who gets to decide what’s good? Its Rolling Stone exclusive premiere is a current launch milestone.
Watch on YouTube (opens in a new tab)Invite people into the argument.
“Who gets to decide what’s good?” gives curious newcomers a way into the film. The opening artwork sets up that conversation. The theatrical art opens the curtain onto the sisters’ musical world. The question carries through the trailer and social creative.
Illustration by Drew Christie, the film’s animation director. Campaign positioning, creative direction and execution by A Jones House with creative and specialist partners.
Make the question bigger than the cult following.
“Who gets to decide what’s good?” gives a newcomer a reason to enter before they know the band. That decision carries through Drew Christie’s illustrated world, the trailer and creator conversations. The Epping homecoming unfolds as a sequence—arrival, screening and Dot’s thank-you—giving the community a story to carry forward.
Positioning → creative → participationAsk the question. Let the answer open it up.
Singer-songwriter Will Dailey challenges whether “good” and “bad” are useful categories for art. The campaign question comes back through a creator’s own perspective—giving audiences something to respond to, rather than a verdict to accept.
Will Dailey / Singer-songwriter. Captions are included in the campaign creative.
Open the captioned interviewA band with an extraordinary cult following. A documentary with a much bigger human story. The audience opportunity is to invite music lovers, film audiences and curious newcomers into the conversation.
Build the campaign around a question anyone can enter: “Who gets to decide what’s good?” Celebrate the sisters and their handmade world, giving existing fans something to champion and new audiences a reason to discover them.
Marketing and release campaign leadership across positioning, three pieces of key art, two trailers and cutdowns, press materials, social audience development, paid-media coordination and trailer publicity. Creative and specialist partners work from one direction. Release planning connects timing, markets and future viewing opportunities; the release campaign remains in progress.
The campaign reached a current milestone with an exclusive trailer premiere in Rolling Stone. The release campaign is ongoing.