Mekanism’s Deeply Personal, Yet Cheeky, “A**holes” OOH
News from Mekanism and Joint Venture: a deeply personal, inside-the-agency story that turns lived experience into powerful creative with cheeky out of home postings.
Here’s the deal:
“Colonoscopy Reminder” is a provocative and deeply personal campaign that ditches the clinical for the visceral, in support of the new documentary “Andre is an Idiot”, from Joint Venture. The campaign was created and executed by Mekanism.
The campaign was created in collaboration with the distribution company, Joint Venture to support the release of their new documentary “Andre is an Idiot,” a raw, final testament from Andre Riccardi, who documented his terminal battle with colon cancer to ensure others wouldn’t follow in his footsteps.
“At its heart, Andre is an Idiot is a tribute to Andre Riccardi’s humor, honesty, and refusal to look away from the uncomfortable. This new PSA campaign carries that spirit forward, using cheeky wit to remind people that laughter can lead to conversations that might just save your life,” said Jesse Patrone-Werdiger, VP of Marketing & Distribution at Joint Venture “We are excited to bring not only the documentary to audiences, but to also share André’s irreverent humor and desire to help others through this PSA campaign”
The hero :30 film pairs a whimsical, charming melody with a curated gallery of objects, from bundt cakes to balloon ends, that serve as everyday “a**hole” lookalikes. From oranges to tree knots, the film is a cheeky reminder to take care of our health as the lyrics from the melody sing, “Everything Reminds Me of You.”
While the work naturally bridges to the film’s launch, the core objective remains a singular rallying cry: encouraging the next generation to get screened. More than just a PSA, the campaign was created in support of the documentary, extending its impact beyond the screen and helping carry its message into culture. Grounded in a deeply personal connection to see the film and its subject matter, the work brings urgency and emotional weight that transcends traditional advertising. It’s not a standalone brand effort, but a purpose-driven extension of the film itself – a movement born from real life, designed to amplify real-life impact.
Mekanism’s CEO Jason Harris and Chief Creative Officer Tommy Means also appear in the documentary, further underscoring the agency’s authentic connection to and support of the film’s mission. The campaign is live across social, website, and wild postings. The full documentary, “Andre is an Idiot,” premieres in New York City at the Film Forum on March 5, 2026.
“This work is about turning a personal tragedy into a lifeline,” said Jason Harris, Founder and CEO of Mekanism. “Andre was family, and his final wish was to be a loud, unmistakable wake-up call. As the movie does, we are honoring Andre by raising awareness about screening and getting a colonoscopy.”
“We wanted to make the ‘unmentionable’ impossible to ignore,” said Tommy Means, Founder and Chief Creative Officer at Mekanism. “Pairing a charming melody with everyday objects is cheeky, but it’s anchored in an urgent mission and a promise to a friend. This is a movement to bridge the gap between a difficult conversation and a life-saving decision.”
TEAM CREDITS
Joint Venture:
- Jesse Patrone-Werdiger: VP Marketing & Distribution
- Chris Lane: President, Distribution & Audience
- Lee Einhorn: Creative Director
Mekanism:
- Jason Harris: CEO
- Carrie Lipper: President, East
- Tommy Means: CCO
- Ian Kovalik: CCO
- Tom Lyons: Executive Design Director
- Chris Spencer: Head of Production
- Blake Jones: Executive Producer
- Krystina King: Group Media Director
- Kirby Brooks Todd: Head of Content & Creator Strategy
- Olivia Gemmiti: Business Supervisor
- Amelia Swaggert: Director of Influencer Marketing
- Valentina Ramirez: Content Creator
- Yenfu Chen: AI Creative Technology Lead
- Victoria Valles: AI Content Creator
- Davoud Kermaninejad: Senior Production Designer
- Judy Ybarra: Director of Business Affairs
Production company:
A24, Sandbox Films, Safehouse Pictures
message for Movia Media
- Advertisement -
