Roadshow Films Joy Ride
Bastion embraced the chaotic fun of feature film Joy Ride with activations featuring eye-popping artworks and sex-positive messages
The Brief
Ahead of the highly-anticipated release of the hilarious new comedy, Joy Ride (which opened in Australian cinemas on July 6), Bastion worked with Roadshow Films to host immerse and provocative pop-up installations in Sydney and Melbourne to promote the film.
The film stars 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 were free to the public and took visitors on a wild ride exploring themes from the film, bringing to life the themes of identity and self-discovery in an unapologetic way.
Sydney
The pop-up gallery featured a riotous glimpse into the key themes and characters explored in the film, with eye-popping artworks that recreated some of Joy Ride's most iconic sex-positive moments.
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.
Melbourne
K-Pop and Karaoke - there's nothing like it! Guests were treated to an immersive bar experience with matching K-Pop soundtrack at the Heroes bar on Bourke Street. They stepped right into the world of Joy Ride, discovering evocative displays with karaoke at every turn.
Result
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.
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.