Give Project Hail Mary the star treatment it deserves. That was the mission as YBIMC partnered with Amazon MGM Studios Canada to help launch the anticipated book-turned-film in Canada. Digging into the world of the beloved bestseller and its big screen adaptation, the team got to work conceptualizing an evening that would extend the film beyond the screen—something immersive, social, and tactile. YBIMC was engaged to shape both the event and the film's initial launch, from a creator-led pre-screening gathering to a two-week theatre presence.
The evening began at Vinny Toronto, where the space was reimagined inside and out. Exterior windows were fully wrapped in film artwork, signalling a departure from everyday life on Earth. Inside, lighting and environmental branding set the scene, while guests were guided through a series of considered touchpoints. Attendees were invited to fill their branded tote bags with a curated selection of gifts inspired by the world of the film, from the book itself, to snacks featured in the film, to astronaut ice cream. Drawing inspiration from the film, YBIMC also produced customization stations for Maglite flashlights and astronaut suit patches, both of which could be personalized on-site.
Themed decor included propagated plant life samples, encased menu cards with xenonite-like shards, and signage featuring oft-referenced phrases. Projection mapping across the venue's distinctive mirrors brought the beloved Rocky into the room, animating an entire wall with playful and dynamic movement. A porthole-style photo booth extended the narrative into a participatory moment.
The experience also continued beyond the event itself. YBIMC developed a large branded backdrop and relocated the photo booth to Cineplex Scotiabank Theatre Toronto, where both remained for two weeks following the screening, maintaining a visible and interactive presence for audiences.
Together, the activation balanced spectacle with restraint—building a cohesive environment that felt aligned with the film, while allowing each element to unfold naturally within the guest experience.
