Coded Bias

The Challenge

Coded Bias, an Emmy-nominated, critically acclaimed documentary uncovering the dangers of facial recognition technology, had already made waves on the festival circuit and in policy circles.

But… it had no digital footprint.
No social media accounts. No followers. Not even a website.

The challenge? Build a full-fledged online presence from scratch—and fast—to match the film’s growing influence and push the conversation further into the public eye.

Our Approach

Lady Who Productions took the reins and built the film’s digital identity from the ground up. Our strategy was all about turning visibility into impact.

Here’s what we executed:

• Developed and launched all social media channels, building tone of voice, visual identity, and daily content strategy
• Designed and launched the official website to support press, partners, and distribution
• Ran targeted ad campaigns to increase awareness, boost follower count, and drive people to theaters
• Created a comprehensive social media toolkit for partners, film festivals, nonprofits, and press
• Crafted a social media guide and press kit that became the backbone for future campaigns (and later, Netflix’s own promotional content)

The Result

🚀 15,529 new followers across platforms in under 3 months
📈 154% increase in social media followers in a single month (October)
🎥 Created a digital ecosystem used by Netflix following their acquisition of the film
🗞️ Positioned the film’s social accounts as go-to sources for breaking news—including when Amazon, Facebook, and IBM paused their facial recognition programs
📣 Enabled activists, organizations, and audiences to amplify legislative calls to action and elevate the film’s core message worldwide

From zero to viral, we turned Coded Bias from an acclaimed film into a full-on digital movement.