Creative Agencies rarely talk about one particular facet of their communicative art, and that little-discussed component is luck.
If not for the majesty luck, how is it then that 61 HUGS - the independent short British docufilm lunched & Marketed through Icons & Machines - has blossomed from significant UK-based press and media coverage to attracting the eye of The International Mobile Film Festival in San Diego?
Sure, Twitter was always at the heart of the comms strategy for 61 HUGS, so although Festival Director Susy Botello discovering the film via the micro blogging site is conceivable, as she openly admits, she sees many independent films on Twitter, there isn't enough hours in the day to watch them all? So why did she take a chance on 61 HUGS, watch it and then add it in the upcoming 7th annual festival, April 2019?
Read Susy's Medium blog and listen to her podcast interview with 61 HUGS creator/writer CK Goldiing here
Cover photo of San Diego by Brett Sayles from Pexels