Find Your Niche - Video Wave

Established in 1983, Video Wave operates a small storefront in San Francisco’s Noe Valley. With over 28,000 titles, it is a local fixture for movie lovers and enthusiasts of underground media. However, Video Wave is lacking in customer support needed to keep its aging format afloat.

Prioritizing a local demographic, the campaign acts to bring in subscribers by framing their purpose in a new way, highlighting the exploration and discovery of renting DVDs while while playing into the nostalgia many feel for the age of physical media.