All eyes were on Dìdi (弟弟) leading into Sundance. The indie film was on top of every critic and studio’s watch list, which meant the director and producers wanted to have a premiere party that would stand out from the rest. One problem: they didn’t quite know what to do, were just a couple weeks out from the premiere, and had limited funds. Nevertheless, the brief was straightforward: stretch a tight budget and figure out a way to create a unique experience for press, buyers, cast, and VIPs.

Most film productions at Sundance buy out a bar on Main Street and miss a huge opportunity to further connect with industry insiders and buyers on a creative or emotional level after they’ve watched the film. Instead, we’d bring the world of Dìdi (弟弟) to Park City for one night only by creating an immersive experience that showcases the various cultural themes and elements portrayed in the film. But also make it really, really fun.

The activation consisted of compelling components across food, music, and skateboarding—all executed with a nod to the 2000’s era in which the film is set. Guests entered the venue and walked straight into a recreated set piece of the lead character’s bedroom, literally transporting them into the film—and 2008—for a unique photo opportunity. Inside the venue, guests were greeted with MAMA’s NIGHT MARKET-curated food vendors serving dishes featured in the film, live music by HELLOGOODBYE, a group photo exhibition featuring 12 of the best skate photographers, and a zine-style cookbook to take home.

“The party was a lavish affair filled with Asian cuisine from the caterer Mama’s Night Market. The band Hellogoodbye, which performs in the film, played at the party, and Mr. Wang’s childhood bedroom, which was used in the film, was recreated in the lobby of the venue. The place was packed, and guests were being turned away. Mr. Wang was mobbed by adoring fans and excited colleagues. Outside Park City, he is still an unknown. But inside that room on that night, he was a superstar.” —New York Times