3 Good Guys
For 3 Good Guys, we approached theatrical marketing as an audience journey, by shaping a three-phase campaign that introduced the film’s personalities, established its comedic voice and expanded the story into formats made for social participation.
Each phase was designed to perform a different role: build familiarity, convert attention around release, then extend relevance beyond opening weekend.
The brief
A local title with real charm, a cast audiences already liked, and a release window fighting for attention against streaming. The film needed a campaign that felt like the film: fast, funny and unmistakably Singaporean.
What we did
Pre-launch built curiosity with the cast and a running joke about who the good guys actually are. Launch hit with the trailer, a cinema etiquette video, a Thai proficiency test, a go-go dance challenge and a talent promo. Post-launch kept it alive with reactive posts, the cast's wives in a Q and A, and a quiz: which Good Guy are you?
What happened
The campaign gave B-01 Films a playbook it could reuse, and gave the film a social presence that outlasted its opening weekend. This was NIR's sincerely playful mode in full: the only brief was tone, and the creatives went as wild as the film allowed.
