I Heard The Bells


Sight & Sound is well known for its awe-inspiring live stage shows and new streaming service, Sight & Sound TV.  In 2022, Sight & Sound created its first theatrical film, I Heard the Bells.  This film showcased the true story behind the beloved Christmas carol and its author, Henry Wadsworth Longfellow.  The studio tasked us with creating a digital paid media campaign to leverage its current fan base and to find all-new audiences, with the ultimate goal of driving ticket sales for this theatrical event.


  • Paid Media (Digital)
  • Copywriting
  • Art Direction
  • Design

The Story

Known as America's Poet, Henry Wadsworth Longfellow leads an idyllic life...until the day his world is shattered by tragedy. With a nation divided by Civil War and his family torn apart, Henry puts down his pen, silenced by grief. But it's the sound of Christmas morning that reignites the poet's lost voice as he discovers the resounding hope of rekindled faith.

Because Henry Wadsworth Longfellow is a beloved part of American history, we wanted to honor his inspiring story, enduring faith, and lasting legacy.


"We want to move people's hearts towards truth through the power of story,"

–Josh Enck, president and chief story officer of Sight & Sound

The Strategies


ENGAGE with audiences early, to understand what they love about the film.


LEVERAGE Sight & Sound’s brand and history of high quality productions and create excitement about it’s highly anticipated theatrical debut.


TEST audience engagement regularly to determine which audiences resonate most strongly with the movie.


STRENGTHEN the audiences interested in the film on social platforms, to create a strong, engaged community who will be directed towards conversion.


DRIVE awareness of the film with audiences who might make impulse purchases, so that the film remains top of mind – especially in the days leading up to the theatrical release.


PROVIDE a direct online buy, on top Christian websites, to ensure strong awareness with faith audiences (knowing that it’s more difficult to target faith audiences on social media).