The NSFF is a local group of science and pop culture enthusiasts who wanted to start something big. But like most startups, they had no money and no time. One of the event advocates and sponsors, Tadware & Company, called in smARTer to help promote the event. With so little time, we knew we needed to pique interest in the venue through social media. Working with Adware’s creative director Paul Ferguson and writer Jeff Neidt, smARTer created this campaign to focus on the science in Hollywood.


In addition, we wanted to communicate directly to our ideal audience: really smart people who also love movies.