Rule Breakers Film

USA & Canada

What Is Rule Breakers?

Rule Breakers is a groundbreaking feature film that authentically represents Muslim women in STEM, highlighting themes of resilience, innovation, and identity. Inspired by the true story of the Afghan Girls' Robotics Team (known as the Afghan Dreamers), the film follows a visionary woman and a team of students as they challenge societal norms and overcome staggering obstacles to compete in international competitions.

How Did We Help?

To support the film's U.S. and Canadian theatrical release, a strategic PR outreach campaign was executed in under six weeks to engage Muslim American audiences and drive ticket sales. The strategy centered on cultural intelligence and authentic community alignment. Key contributions included:

Influencer & Community Partnerships: Identified and managed 20 strategic partnerships, including 5 paid influencers and 15 cost-free community organizations.

PR & Media Coordination: Secured and coordinated high-profile interviews with cast and crew members across diverse platforms, including local radio and South Asian media outlets.

Event Management & Logistics: Hosted and managed onsite logistics for high-impact screening events, such as an intimate Iftar and film screening in NYC in collaboration with Brown Girl Magazine.

Strategic Toolkits: Developed a comprehensive social toolkit with curated messaging and assets to empower partners and ambassadors to amplify the film’s message within their unique communities.

Institutional Alignment: Facilitated a high-level partnership with the UN’s Education Can’t Wait team, coordinating global press briefings and press release support.

The campaign exceeded expectations, setting a new standard for community driven film promotion through authentic storytelling and reaching approximately 1.5 million followers who were previously outside the intentional marketing scope. A single influencer collaboration achieved viral engagement with a reach of over 37,000—75% of whom were non-followers, demonstrating the power of aligned, authentic voices, while partnerships led to tangible offline results and community mobilization such as group movie outings organized by regional chapters. Digital content created for the campaign consistently outperformed industry benchmarks, with event coverage reaching over 20,000 views and email marketing achieving a 64% open rate. Ultimately, institutional partnerships with organizations like MPAC and the UN added immense value and credibility to the film, specifically strengthening its resonance within the Muslim community.