Jessica Fox on the JoJo Rabbit and Royal Tenenbaums Trailers and the 'FX on Hulu' Campaign

Jessica Fox is a creative director with Mark Woollen & Associates. In her 15 years in the industry, she has worked on numerous award-winning titles and been fortunate to collaborate with some of our generation’s most notable filmmakers. Some recent campaigns include: On The Rocks, Antlers, JoJo Rabbit, Honey Boy, Emma, The Dead Don’t Die, Roma, The Favourite, Teen Spirit, The Shape of Water, The Killing of a Sacred Deer, Mudbound, The Meyerowitz Stories and Annihilation.

She began her career in NYC as an editor and producer at Giaronomo Productions, where some of her favorite campaigns include The Grand Budapest Hotel, No Country for Old Men, Mistress America and Ex Machina. 

A New Yorker at heart, she is enjoying the new adventures L.A. has to offer. Her ideal weekend here is spent hiking with her husband (and co-creative director) Mark, two young daughters and energetic Lab. Throwing in a bottle of wine wouldn’t hurt either.

We spoke with Jessica for our new Q&A series Backstory, where we chat with folks in the entertainment industry about their creative inspirations and more.

Jessica, tell us …

Your first job in the industry.

Intern at Giaronomo Productions in NYC.

A breakthrough moment in your career.

Cutting the trailer for The Secret Life of Bees for Searchlight. It was my first domestic trailer finish and also the first time I went to theaters just to see the trailer play on the big screen.

Three movies you couldn’t do without, and why.

This is such a tough question, and my answers would likely change depending on the day and time I was asked, but here we go:

Another Day, Another Time. To this day the best concert I’ve ever attended, and melting into the music always gives me a lift whenever I need it.

The Lord of the Rings trilogy—all three movies, extended additions. Delightful escapism without being frivolous. The score alone is reason to revisit time and time again.

Hamlet 2. Infinitely quotable and totally hysterical. Perfect for an outdoor movie night with friends.

Your favorite movie quote.

“Talking monkey, yeah, yeah. Came here from the future. Ugly sucker. Only says ‘ficus.'” —Kiss Kiss Bang Bang

Your favorite movie or TV trailer or poster.

I always go back to The Royal Tenenbaums trailer. Perfectly told story, sets the stage without over-explaining. The music is spot on and pulls you right in. And then there’s the classic Wes cast run. I love this trailer (and film) and how it expertly balances humor, heart, story while living in the authentic tone of the film.

A classic TV show and a recent TV show you loved.

Classic is a tie between MacGyver and Star Trek: TNG. With a somewhat loose interpretation of recent, I’d go with Happyish. 

A recent project you’re proud of.

The JoJo Rabbit trailer. First off, I thought this film was brilliant. The difficulty in conveying this beautifully written, directed and acted film in marketing form came with the subject matter. We had to illustrate the satirical intent of filmmakers responsibly—to allow viewers to see the humor and not short-change the message in a way that could be viewed as offensive. With amazing partners in Searchlight, collaboration with other agencies and a strong editorial team, we were able to explore freely. Ultimately I think we landed on a very compelling piece that stayed true to the film, didn’t shy away from the subject matter, and gave credit to audiences that they were capable of seeing imaginary Hitler while understanding the greater context which that idea served.

Someone else’s project that you admired recently.

I was really inspired by the work done for the FX on Hulu campaign. From a marketing perspective, the ability to create such a strong brand identity while moving to a new platform was artistically and successfully done. From the consumer perspective, the campaign was exciting and showcased the content being offered incredibly well. And from an editorial perspective, the graphic concept, music choices and cutting style were not only well executed, but also truly unique and creative.

One thing about how entertainment marketing is evolving that you’re excited about.

The increased presence of women in strong positions of creative control, as well as the inclusion of female content creators, be it writers, producers, directors, etc., in the marketing process.

What would you be doing if you weren’t in entertainment marketing.

Working to reform the prison system with focuses on: putting an end to inherently racist and classist sentencing laws, closing privatized prisons and ending incentives for maximum occupancy of federal prisons, promoting rehabilitation (substance abuse programs) over retribution, advocating for prisoner rights in health, education, job training, safety and continued inclusion in society through voting rights, and fighting to exonerate unjustly imprisoned individuals. 

Or maybe running a treehouse-themed bed and breakfast in the woods.