For smaller independent films, running an awards campaign can be a pipe dream; it’s just too expensive to consider. Picture Motion’s new “To Be Seen: Awards Impact Initiative” is betting it can level the playing field.
Social impact marketing agency Picture Motion launched the initiative with backing from Pop Culture Collaborative, a philanthropic fund that resources storytellers working to transform narratives around people of color, immigrants, refugees, Muslims, and Indigenous peoples. The initiative provides marketing support for films from underrepresented filmmakers, casts, and talent during awards season, helping these films reach voters, tastemakers, and audiences who decide which movies earn recognition.
Two Films Leading the Charge
This year’s inaugural cohort features two acclaimed films: the narrative feature “Bob Trevino Likes It” and the documentary “Speak.”
The To Be Seen initiative will deliver custom impact campaigns for both films, including high-profile FYC screenings in New York and Los Angeles, press outreach, and digital storytelling to engage voters and audiences. To expand visibility, Picture Motion is collaborating with Seed&Spark on crowdfunding campaigns for both films. The initiative will also work with clipping platform Litebeem to drive social media clips.
“Bob Trevino Likes It,” directed by Tracie Laymon and starring Barbie Ferreira, John Leguizamo, French Stewart, and Lauren “Lolo” Spencer, tells the story of a lonely twenty-something who finds unexpected connection through an online friendship. The film has racked up 30+ festival awards, including 13 Audience Awards, and secured theatrical distribution through Roadside Attractions, Photon Films, and Cinépolis Distribución in Mexico and international markets. It’s currently streaming on Hulu.
“It means the world to us to receive this honor and invaluable support from Picture Motion,” said director Tracie Laymon. “Our values and mission as filmmakers are fully aligned with theirs, and we’re excited to see what we can do together in raising awareness for our film ‘Bob Trevino Likes It’ this award season.”
“Speak,” directed by Jennifer Tiexiera and Guy Mossman, follows ambitious teen orators chasing glory on the global public speaking stage. The documentary premiered in U.S. theaters in early December and has collected major honors including the Grand Prize at Shine Global’s Resilience Awards and the Kathleen Bryan Edwards Award at the Nantucket Film Festival. It’s also won awards from DC Environmental Film Festival, Oxford Film Festival, and the Ridgefield Independent Film Festival.
Why This Matters
Oscar campaigns mean parties, consultants, advertisements, and other exercises that carry steep price tags. That reality was highlighted in 2023 when Andrea Riseborough earned an unexpected Oscar nomination for the small indie film “To Leslie” after celebrities like Charlize Theron, Gwyneth Paltrow, and Kate Winslet hosted screenings and flooded social media with support for her performance. The campaign prompted an Academy investigation into whether any rules were violated, but it also sparked a conversation about how the system favors well-funded studios over smaller productions.
“By leveraging the intersection of culture, advocacy, and awards strategy, To Be Seen builds on Picture Motion’s decade-long legacy of using storytelling to drive social impact — ensuring that filmmakers from underrepresented backgrounds have the resources, visibility, and reach to thrive,” said Bridgit Antoinette Evans, CEO of Pop Culture Collaborative.
“The To Be Seen Initiative is about more than just getting these films on voters’ radars,” said Brian Walker, CEO of Picture Motion. “It’s about amplifying stories that will have a lasting cultural impact, stories from diverse voices that have historically been overlooked. This initiative ensures that films like ‘Bob Trevino Likes It’ and ‘Speak’ are seen, heard, and celebrated in a meaningful way.”
