The Bad Apartment

A film launch moved out of promo and into a physical space:
a 1930s apartment near Patriarch Ponds you could step inside.

The new adaptation of Bulgakov's The Master
and Margarita launched into an oversaturated media field. Limited time to communicate, and a need to stand out past standard movie promotion.

The concept came together under extreme time pressure. One sprint, first ideas to client presentation in about a week. No research phase. No testing. The idea had to be clear, scalable inside the MTS ecosystem, and carry the film's atmosphere, not its plot.

Instead of classic promotion: move the film into a physical space.

Inside the apartment — gallery wall, fireplace and a KION screen, all in 1930s aesthetic

The Bad Apartment. A hotel room at the Marco Polo near Patriarch Ponds, built in the 1930s aesthetic of the adaptation. A place where the audience doesn't watch the film on KION.
They step inside its world.

A KION screen built into the room, framed by a grandfather clock and 1930s furnishings

Bookshelf and mirror detail, looking through into the next room

In a field where everyone was buying attention, the apartment earned it.
The launch stopped being something you watched and became somewhere you went.

Result

Two Golds at Red Apple.
Best Integrated Campaign
(Activation / B2C)
and Media / Entertainment.

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