A24 has redefined modern independent cinema, producing some of the most culturally significant films of the past decade. Among them is Uncut Gems, the Safdie brothers’ high-stakes thriller starring Adam Sandler, which has become a cult classic, celebrated for its anxiety-inducing tension, gripping performances, and vivid portrayal of New York’s Diamond District.
To mark the film’s 5-year anniversary, I produced a Howard Ratner Lookalike Contest, uniting a devoted community of gem-heads, including actors Keith William Richards and Wayne Diamond. The event even caught the attention of Josh Safdie and Adam Sandler, amplifying its reach beyond expectations.
From concept to execution, I led every aspect of production, branding, marketing, merchandise design, and social media, crafting narratives that captured the film’s unmistakable energy and engaged both longtime fans and new audiences alike.
This project was a defining creative milestone, allowing me to blend strategic execution with cultural storytelling, culminating in an unforgettable moment of community and celebration.
