Climbing Minds

Case study · Documentary launch

Turning a documentary launch into a community-driven campaign — and a YouTube premiere into a shared event.

Results

A premiere the audience was part of.

A community-led launch. The pre-launch campaign helped turn the premiere into a shared event, with the audience becoming part of the conversation rather than just viewers of the final film.

01 — The strategy

Don’t promote the film. Invite people into it.

Before the YouTube premiere of Climbing Minds, I developed a social media campaign designed to bring the climbing community into the documentary’s story.

Rather than simply promoting the upcoming release, I invited climbers from my local network and the wider national community to engage with the film’s concept and contribute their own perspectives.

02 — Pre-launch campaign

The work.

03 — The documentary

Climbing as a therapeutic tool.

The documentary explores the diversity and complexity of mental aspects experienced in the practice of climbing and how it can become a therapeutic tool. With a poetic tone and scenic beauty, various climbers share their experiences and reflections, supported by scientific evidence explained by expert psychologists.

Narrated in the first person by the director, her concerns spark an inner exploration through the exchange of emotions and thoughts shared with climbers of different sensitivities and sports psychology experts.

Throughout the documentary, we will discover Andalusian climbing areas of unique beauty such as Cerro del Hierro (Seville), La Muela (Cádiz), and Alfarnatejo (Málaga). In the journey through different mental aspects, creativity, mental training, overcoming fears, and environmental awareness are covered, culminating in the therapeutic side of this sport and the studies that support this new modality.

Credits