Ahead of the highly anticipated release of a hilarious new comedy, Joy Ride (which opened in Australian cinemas on July 6), Bastion helped Roadshow Films to host immersive and provocative pop-up installations in Sydney and Melbourne to promote the film.
The feature film, starring Stephanie Hsu (Everything Everywhere All At Once; The Marvelous Mrs Maisel) and Ashley Park (Emily in Paris), is about four Chinese-American friends who bond as they discover the truth of what it means to know and love who you are, while they travel through China in search one of their birth mothers.
The Australian activations in Sydney and Melbourne, which were free to the public, took visitors on a wild ride, exploring themes from the film, an unapologetically explicit story of identity and self-discovery.
In Sydney, a pop-up gallery featured a riotous glimpse into the key themes and characters explored in the film, with eye-popping artworks that created some of Joy Ride’s most iconic sex-positive moments.
Nothing like some K-pop and karaoke! In Melbourne guests were treated to an immersive and riotous bar experience with matching K-pop soundtrack. Guests explored the popular Heroes bar in Bourke Street and stepped into the world of Joy Ride, discovering evocative displays with karaoke at every turn.
The three-day event emulated the experiences of the characters from Joy Ride, providing guests with a delight to the senses, challenging perceptions, leaving a lasting impression on all who attended.
Says Lachie Mackay, marketing manager, Australia & New Zealand, Roadshow Films: “We wanted to push the boundaries and embrace the wild journey that is Joy Ride through bespoke activations across both Sydney and Melbourne. Bastion delivered, bringing to life the themes of identity and self-discovery in an unapologetic way.”
Says Jack Playfair, client director, Bastion Experience: “We were thrilled to join forces with Roadshow Films on this wild and creative project. Together we captured the sensational storyline of this film and brought it to life in a way that set social media alight. It was an absolute treat for Bastion to celebrate the best of Joy Ride.”
The activations to mark the launch of Joy Ride have proven highly engaging and successful with more than 1,200 guests and influencers attending the events.
PR & Partnerships Executive, Australia & New Zealand: Johnathon Mercuri
Marketing Manager, Australia & New Zealand: Lachie Mackay
General Manager: Lizzie McManus
Group Client Director: Bridget O’Sullivan
Creative Director: Gus Magee
Lead Designer: Elena Fombertaux
Lead Creative Strategist: Ally Deacon
Client Director: Jack Playfair
Creative Strategist: Kate Shelton
Experiential Producer: Scotty Bensley
Experiential Producer: Huong Choo
Designer: India Morpeth
Producer: Emma Cashman
Production Assistant: Ella Bennetts
General Manager of Social: Shirley Tat
Head of PR, Sydney: Simone Esamie
Social Strategist: Katherine Lewis