CODA
Promotion
Apple TV+
Challenge
To support the release of CODA—Apple TV+’s emotionally resonant coming-of-age drama—The Refinery partnered with Evolution to create a piece of content that extended the film’s impact beyond the screen. The goal was to highlight the cultural relevance of the story, deepen its emotional reach, and position it strongly during awards season.
Solution
We produced a cinematic companion content piece centered on a curated screening experience for real CODA families. Hosted inside Apple’s architecturally striking downtown Manhattan loft, the space was transformed into a welcoming, living room–style environment—encouraging shared connection and emotional response. Advisors from the film helped guide the experience to ensure authenticity and accessibility. We captured interviews in a soft, immersive setting that emphasized the personal reflections of attendees—many of whom were seeing their lives represented onscreen for the first time. The tone was grounded, human, and emotionally clear—aligned with the story’s real-world impact.
Result
The project became a centerpiece of CODA’s awards campaign, earning a Clio Award and contributing to a broader promotional effort that culminated in the film winning Best Picture at the Academy Awards—a first for Apple TV+. The content reinforced the film’s core message of empathy and representation, resonating deeply with audiences and amplifying the cultural relevance of the release.
To support the release of CODA—Apple TV+’s emotionally resonant coming-of-age drama—The Refinery partnered with Evolution to create a piece of content that extended the film’s impact beyond the screen. The goal was to highlight the cultural relevance of the story, deepen its emotional reach, and position it strongly during awards season.
Solution
We produced a cinematic companion content piece centered on a curated screening experience for real CODA families. Hosted inside Apple’s architecturally striking downtown Manhattan loft, the space was transformed into a welcoming, living room–style environment—encouraging shared connection and emotional response. Advisors from the film helped guide the experience to ensure authenticity and accessibility. We captured interviews in a soft, immersive setting that emphasized the personal reflections of attendees—many of whom were seeing their lives represented onscreen for the first time. The tone was grounded, human, and emotionally clear—aligned with the story’s real-world impact.
Result
The project became a centerpiece of CODA’s awards campaign, earning a Clio Award and contributing to a broader promotional effort that culminated in the film winning Best Picture at the Academy Awards—a first for Apple TV+. The content reinforced the film’s core message of empathy and representation, resonating deeply with audiences and amplifying the cultural relevance of the release.
This once-in-a-lifetime project earned a Clio Award, celebrated for its creativity, authenticity, and emotional depth, showcasing the power of heartfelt storytelling.
CREDITS
Client: Apple TV+
Agency: The Refinery
Production: Evolution
Director: Jim Pascoe
Producer: Mark Shockley