OMG!!! That's so weird!!! I was just thinking about Heineken, too!!!

The Tribeca Film Festival is one of Heineken's marquee events. Our goal was to get Heineken to be less a passive observer and more a participant in the festival. The following campaign was the result. Blanketing a 15 block radius of the festival, we immersed the people of Tribeca into a movie they were unwittingly starring in.

credit: creative director. team: andrew jasperson.