The brief was to introduce the new Midea U Air Conditioner unit designed for New York–style apartment windows. To grab their attention, we tapped to local insight: every summer, New Yorkers are notorious for going to ANY movie just for cold theater.

So, we made a movie just for them: 90 MINUTES OF AIR CONDITIONING, a feature film consisting of just one epic shot of the new Midea U AC blowing for 90 minutes, playing in an ice-cold Manhattan movie theater. Nothing more. And believe or not, New Yorkers flocked to it.

We took over the Village East Cinema in Manhattan, NY. We promoted it like a blockbuster summer movie with posters and a customized marquee sign with our film title. We held a premiere for movie critics and impacted thousands of people with several showings over the summer. Shot Mag even compared it to Andy Warhol’s Empire film.