French Films are great. They are nuanced, character-driven and soaked in the atmosphere. But, how do you promote them to a non-French audience who tend to prefer Hollywood blockbusters? This is the task Alliance Française, the leading network promoting French culture worldwide gave us. We needed to define French cinema and how unique it is by comparing it with Hollywood Blockbusters. We sent the scripts of iconic French films to renowned Hollywood script consultancies. They didn’t see any potential in them. Their reports were turned into print ads that conveyed that French films don’t need to follow the Hollywood formula to make great films. The ads also directed people to read the full reports online.