Orion Pictures and Translation Bring ‘Your Mother Your Mother Your Mother’ into the Real World

Orion Pictures and Translation are bringing audiences inside the world of Your Mother Your Mother Your Mother, starring Mahershala Ali and directed by Bassam Tariq, with an immersive campaign beyond the screen and into the streets of New York and Los Angeles by leveraging the film’s exploration of family, faith, mercy.

Designed to shift audiences from observers to participants, the campaign comes to life through two connected experiences. At the center is “Three Booths,” a mobile experience that allows New Yorkers to step inside moments inspired by the main character Latif’s journey. The campaign extends across New York City and Los Angeles through “Face Yourself” which uses mirrored OOH to confront the public with provocative questions from the film alongside their own reflection. 

“This is the kind of work that Translation is known for, that is taking powerful stories and bringing them into culture in unexpected ways,” said Ray Kang, Head of Growth at Translation. “When we learned about the themes of this film, we jumped at the opportunity to bring it to life. We wanted audiences to feel the tension between righteousness and reality that runs through the film, while creating space to reflect on mercy, the choices we make and how we see one another.”

Here is your first look…

https://www.youtube.com/watch?v=uEcoV-ngH38

Inside “Three Booths,” participants move through three distinct environments inspired by the film’s main character, played by Ali. The first booth gives audiences the challenge to feed a hungry baby when no milk is available, followed by a second booth that features a peep-show-inspired room. The experience concludes with a quiet space designed for prayer and reflection. The environments immerse audiences in the competing pressures of parenthood, faith and survival that are central to the film.

“Face Yourself” brings the campaign’s act of reflection to New York and Los Angeles through mirrored OOH installations. The public will see their own reflections alongside questions inspired by the film such as “Who are you fighting for?” and “Who’s praying for you?” to make them feel as if they are part of the film. 

Drawing from his own experiences as a parent, Bassam’s film explores seeing people beyond their mistakes and contradictions.

“This film is inspired by my own lived experience as a new father and what it taught me about mercy and seeing people as more than their mistakes,” said Bassam Tariq, director of Your Mother Your Mother Your Mother. “I appreciate that this campaign takes the film beyond the screen, inviting audiences to step into Latif’s world and confront those questions for themselves.”

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