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MullenLowe MENA scales down for Roxy Extreme Cinema

To launch the biggest screen in the MENA region, Roxy Extreme Cinema, MullenLowe came up with a simple and minimalist print campaign. The campaign featured iconic stills from big movies with a catch, all moments were scaled down to look tiny and smaller than the large screen at Roxy. Accompanied with the line, Big movies deserve bigger screens.

The campaign featured iconic stills from movies such as Mad Max, Star Wars, Superman’s flight, ET’s moon cycle, King Kong on top of the Empire State building and the sinking Titanic.


Brand: Roxy Cinemas
Executive Creative Director: Paul Banham
Chief Executive Officer: Mounir Harfouche
Creative Group Head/ Art Director: Prerna M

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